©

2023

BREWING UP AN ADVENTURE WITH HASBRO

To support the cinematic release of Dungeons & Dragons: Honor Among Thieves, Hasbro, the IP owners of Dungeons & Dragons, partnered with COLLAB to engineer a coffee brand and merchandise for the fans.

We curated a bespoke collection of coffee blends meticulously profiled to match the game’s iconic characters. The range was anchored by limited-edition blends featuring striking silver-ink overlays that contrasted against the black-and-red aesthetic of the boxed coffee bags. We also developed a custom mascot, The Brew Master, the supplier of kaeth (D&D lore for coffee) to serve as the Dungeon Master’s in-universe counterpart. The goal was to transform a daily ritual into an extension of the D&D world.

Services

Packaging
Product Launch
Community engagement

BREWING UP AN ADVENTURE WITH HASBRO

To support the cinematic release of Dungeons & Dragons: Honor Among Thieves, Hasbro, the IP owners of Dungeons & Dragons, partnered with COLLAB to engineer a coffee brand and merchandise for the fans.

We curated a bespoke collection of coffee blends meticulously profiled to match the game’s iconic characters. The range was anchored by limited-edition blends featuring striking silver-ink overlays that contrasted against the black-and-red aesthetic of the boxed coffee bags. We also developed a custom mascot, The Brew Master, the supplier of kaeth (D&D lore for coffee) to serve as the Dungeon Master’s in-universe counterpart. The goal was to transform a daily ritual into an extension of the D&D world.

Services

Packaging
Product Launch
Community engagement

Date

Jun 2023

Client

DUNGEONS & DRAGONS

Industry

FMCG

Results and Impact

The campaign successfully bridged the gap between tabletop gaming and mainstream cinema, driving significant brand sentiment across the global D&D community.

By positioning the product as the official coffee for tabletop gamers, we achieved a complete sell-out of the limited-edition silver sets within weeks. The collaboration ultimately heightened movie awareness and generated high -velocity social engagement, establishing coffee as a scalable merchandising category for Hasbro.