Our goal was to create opportunities for people to try Wunderground Coffee. We observed people were less apprehensive about trying coffee with mushrooms in it if they were given the opportunity to sample the product before purchasing. Our small-scale activations and pop-ups consistently converted customers when they were given a sampling opportunity. 

Wunderground's mushroom coffee is a high-touch product that faces limitations in the online advertising space. Our target audience was not widely aware of mushroom coffee and extremely skeptical about the product.

We decided to invest some of our marketing budget into scaling our sampling opportunities. We started by partnering with  Showfields Miami to create an immersive brand experience with multiple opportunities for sampling. The layout of Wunderground's Showfields shop was designed to bring Wunderground's unboxing experience to life as a sensory experience within a 10’x12’ space.

Every box mailed out to new customers has a sticker sheet featuring the Wunderground character illustrations by,  Yaegashi Kimiaki, situated in a colorful landscape. At Showfields, the sticker sheet was brought to life in a 3D space by creating a mural out of the landscape that protruded from the walls. The customer would enter the mural and conceptually become one of the characters within the landscape as they looked around, shopped, and drank a little coffee. To cap off the customer experience we designed a “Mushroom Guide” for customers to take—helping with brand recall and customer education after the sampling experience had ended.