The global coffee scene has never been better but as the world becomes overrun with eye-catching coffee shops,it has become even more important than ever to reflect a distinctive personality that is immediately regconised that keeps loyal customers coming back for more. Tasked with creating a fresh new design style for Fuel’s growing number of Espresso Bars,NCDA started by first exploring the client’s brand story, before undertaking personal research on the world’s best cafes from Milan to New York,soaking up the essence of what makes each one unique in a crowded field.The result is a design palette that brings a fresh, new look to the 21-year-old brand which emanates from Wellington,New Zealand, adding a creative interplay between the business of delivering a perfectly prepared espresso and the art of living well. At the heart of the concept that is to be rolled out at city centres around the globe, is NCDA’s carefully considered creative narrative revolving around a real life character Mr. Brown.A famed public relations consultant renowned for his wit,words and inimitable personal style,Brown played a defining role in the early growth of Fuel. Living a fast-paced,glamorous life of travel, and as a connoisseur he is an aficionado of classic coupé cars and appreciates the finer things in life from collectible antiques and intricate craftsmanship to spending time at his favourite espresso bar with a cup of coffee while reading a newspaper or playing chess with friends.