• by Teresa Buyikian , over 1 hour ago

A popular Los Angeles-native coffee and tea chain is celebrating its 63^rd anniversary with a campaign that invites customers to “make every cup their own.”

The Coffee Bean & Tea Leaf’s new creative effort, “Make It Yours,” is a multifaceted “social storytelling” campaign running across the brand’s social media accounts and website and extending to in-store activations.

The centerpiece is a series of short films from customers, baristas and creative collaborators, such as seen here, on the brand’s website. Each shows the subject discussing their own unique relationship with the brand. A copywriter talks of how warm and comfortable his “second home” is at his local store, a barista tells how she started at the chain more than 10 years ago, and a lawyer describes how the baristas and managers really make his daily coffee experience what it is.

The brand also invites its customers to share their personal stories and memories of the brand on their socials with the tag #MakeItYours.

The brand commissioned a series of original wallpapers, icons and digital stickers by various global artists, such as muralist and designer Jamie Jones and artist and visual designer Bhumika Mukherjeem, which are available on its website. A line of artist-designed anniversary merchandise, including patches, keychain straps and tote bags, is also available.

Another short film, seen here, celebrates the brand’s Los Angeles roots by following a local man on his way to his Coffee Bean & Tea Leaf to pick up an L.A. Brew, one of the coffee purveyor’s signature blends.

In-store anniversary activations also will take place throughout the next year.

Founded in Los Angeles in 1963, the Coffee Bean & Tea Leaf is now operated by the Philippines-based Jollibee Group, which also has a North American regional office located in southern California. The chain has more than 1,200 locations across 20 countries.