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• Costa operates in over 40 countries and runs more than 3,800 stores globally, making it the second-largest coffee chain in the UK and a fast-scaling competitor in Asia and the Middle East.
• The launch of its global brand platform in May 2025 marks the first time Costa has introduced a unified messageâ€�’Made With Heart’—across international markets, highlighting a shift towards brand consistency without losing local flexibility.

Walk into a in London today and then into one in Dubai, and the odds are you’ll notice something different—and not just the weather outside. For the first time since its founding in 1971, Costa is making a concerted effort to unify how it shows up around the world.

This spring, the British-born chain launched its first-ever global brand platform. It’s not just a marketing refresh. It’s a rethinking of what Costa stands for outside the UK. Owned by The Coca-Cola Company since 2019, Costa now spans over 40 countries. But until now, the brand had felt local by default—different in look, tone and experience depending on where you encountered it.

The new initiative is built around a single message: “Made With Heart�.

One Platform, Many Markets

The launch of the global platform followed internal efforts to align customer experience across regions. While Costa was often regarded as dependable and warm by UK clients, this brand familiarity did not always translate internationally.

Costa’s global team developed brand standards that provided a common foundation while allowing for local variation. The visual identity, messaging tone, and in-store experience were all redesigned using a unified foundation.

The Rollout Begins

The UK campaign debuted in mid-May 2025, with new ads appearing across digital platforms, transport networks and in Costa stores. Campaign films showcased everyday moments—a student heading to university, a couple managing work shifts, and a parent navigating a morning routine.

Europe and the Middle East are expected to follow, with local executions adapted to regional behaviour and preferences.

Learning from the Past

Costa’s international expansion over the past decade was fast but uneven. Many stores outside the UK operated through licensing deals, which meant marketing often lacked consistency. The brand experience differed widely across borders.

The Coca-Cola Company, which acquired Costa for £3.9 billion, saw the need for a more unified brand presence. The new platform is a step in that direction.

Behind the Campaign

The campaign message “Made With Heart� reflects Costa’s aim to build emotional connections. Visuals and messaging focus on coffee’s role in everyday rituals, aiming to connect on a human level.

The creative development was led by WPP Open X, with VML UK heading the execution. The tone is conversational and grounded. The visual identity keeps Costa’s familiar red but adds softer, more neutral design elements.

Not Without Risk

Global branding comes with challenges. The universality of the slogan “Made With Heart� will be tested in diverse cultural contexts. Costa’s approach allows for regional adaptation, but balancing consistency with local relevance requires close coordination.

Changes in store design and communication may take time for customers to absorb. Some loyal patrons may miss familiar features, while others might welcome the refreshed look.

Market Reactions

Early reactions from industry watchers suggest that Costa’s global push is arriving at a time when customer expectations for brand authenticity and consistency are increasing. Analysts have noted that Costa’s challenge is not about competing on coffee quality alone but about how it shows up in customers� lives.

In the UK, where the brand already holds a significant market share, the shift has been described as “long overdue� by some retail consultants. A more uniform global identity could help retain loyalty as other brands, particularly smaller boutique chains, begin to appeal to younger, more design-conscious consumers.

In the Middle East, Costa continues to expand with store openings in Saudi Arabia and the UAE. Observers in the region believe the updated branding offers a cleaner, more contemporary presentation without straying too far from its roots.

Asia remains a major area of interest. Markets like India and South Korea represent new consumer segments where Costa has room to grow. Here, brand familiarity is lower than in Europe, making the clarity of a consistent platform even more valuable.

Costa’s ability to allow local market teams to shape the message will likely determine the platform’s success. In many ways, the slogan “Made With Heart� will only mean something if it aligns with lived customer experiences across different regions.

Looking Ahead

Costa’s global brand platform is expected to roll out to additional markets later in 2025, with India, South Korea, and South Africa among those being considered.

Further developments in digital and product experience are also expected. Costa is aligning its app and loyalty programme with the new brand style, and store environments are being gradually updated to reflect the platform.

The brand’s challenge now is to maintain authenticity while speaking to a broader global audience.