Nasma - 'Brewed Daily for Bright Minds'

Brewed Daily for Bright Minds is an advertising campaign created to promote The Economist’s Espresso app to students. Published in NASMA’s digital magazine, Student Money Matters, the campaign was designed to position Espresso as a fast, intelligent way to stay informed, framing it as something that could fit naturally into a student’s daily routine.
The creative concept connects the experience of drinking coffee with the consumption of ideas. The illustration shows a takeaway coffee cup filled with glowing lightbulbs, turning the drink into a metaphor for insight. It communicates that Espresso delivers clarity and perspective in the time it takes to enjoy a cup of coffee.
The campaign was created to appeal to a student audience in a way that felt immediate, accessible and visually memorable, while remaining aligned with The Economist’s brand. Applied within a digital magazine format, alongside supporting copy, app features and download prompts, the illustration helped translate the product’s value into a simple visual idea that could be understood at a glance. By using a familiar everyday ritual to communicate speed, intelligence and relevance, the campaign presents Espresso as a concise daily read for curious, ambitious students.