The #hustle that coffee culture once fuelled is now being eschewed in favour of a more mindful approach to living. Inspired by European coffee traditions, Balzac’s knows a well-crafted cup is an event in itself—not a grab-and-go upper to be guzzled on the way to the next thing. To amplify this philosophy, we developed a platform and campaign that asks consumers to simply Drink It In: to slow down and savour their coffee, along with the small moments in life that are no less meaningful or beautiful than the big ones.