Over ten years. One of the most exciting briefs in FMCG. The relationship with Jacob Douwe Egberts started at The Gild in 2014 and has evolved through every chapter since. Through Dragon Rouge, through my own consultancy, through agencies and partnerships. What's kept it going is a shared obsession with what comes next for coffee. Not just what's selling now. What the future consumer is going to want before they even know it themselves.

The work sits deep in their innovation process. Workshops with the internal teams. Stimulus creation for consumer testing. Collaboration with partners like Accenture and Mintel to turn insight into something tangible and exciting. From Popping pearls to Seasonal flavours. New product territories that push the category into genuinely new spaces. This is the kind of work that gets under the skin of culture before culture knows it's there.

What you see here is a tiny fraction of a decade's worth of thinking, making and pushing. The rest is locked away. Ready for launch dates. Sitting in innovation pipelines waiting for their moment. That's just how it works at this level. But the selection here gives you a feel for the ambition, the craft and the genuine excitement of reimagining what the future of coffee could look like.