Station coffee strives to be a creative space where people can simply be inspired just by sitting in the coffee shop. The future goal is to move away from the ordinary coffee shop to a place where futures are molded and where new relationships are built and inspired. The reason why this goal is connected with the target audience is because the life phases in which the target audience is, consists out of planning for the future. CV’s is being updated and future career and personal life plans are being discussed and worried about. The need for finding something real and authentic in everyday life is also the outcome of this life phase. The primary objective for this campaign is to communicate the Heart of Station Coffee. We want the target audience to know what Station Coffee is all about and what it stand for, for them to understand Station Coffee and the people who work there.
The call to action, with this campaign, is to encourage the target audience to discover Station Coffee by using their own creativity, by placing the ball into the hands of the target audience, thus identifying them as the explorer; exploring the brand. This allows the target audience to embrace their current life phase as well as giving them the opportunity to build the brand themselves, because Station Coffee is a people based brand. The campaign idea is to create a process of exploration leading to the revealing of the coffee shop, without giving too much information about the brand. This will allow the target audience to interpret the brand themselves through interactivity and collaboration. The campaign will consist out of several different steps leading towards our coffee shop. The main focus for this campaign is exploring, discovering and creating.
In order to simplify and redefine the logo focus was placed on taking a step away from trend but still keeping the essence of the brand. Changing the font from a serif to a san serif, made it more readable at all distances; digital and printed. IN order to keep the essence of the coffee shop, we kept the ribbon, but simplified it to make it more unique.
Cup-a-Joe Typeface
Two different versions of fonts were designed to use in the campaign. The one version have a strong defined letter filling with lines, the other version use just the lines. The reason for the second version of the type is to create a mysterious affect by not revealing the word at first glance.
In phase one, the desired outcome is to generate curiosity, making the target audience want to explore, without giving information about Station Coffee itself. Thus, the logo or the name of station coffee won’t be made public in the following deliverables:
The poster series consists out of three final posters. Each poster is two posters, with one idea, weaved into each other. Every strip can be pulled out by the public, at the back is a QR code leading to the Instagram page. The three main ideas being communicated through the posters is; Explore, Discover and Create. Every idea splits into two posters with synonyms of the main idea.
The packaged coffee beans will be left in public places. The reason for this is to make people curious through this smell of coffee, letting them know it has something to do with it.
In the radio ad, the audience is called to action, to shazam the jingle that will be playing. The jingle will lead to the Instagram page in the next phase.
In phase two, the previous deliverables lead to our Instagram page. This means the audience will know that this campaign has something to do with Station Coffee. The Instagram page phase will stretch over 4 weeks, where single pictures will be uploaded, forming a bigger picture at the end. In the end of the Instagram phase, the link to the video will be made public.
In phase three, the Instagram took the audience to the link of the video that will bring the whole campaign together, letting the audience connect all the dots.
The idea box will be placed on the reception table. The idea for this is to let the audience engage with their own creativity, assuring them that it will be featured on the walls in the next renovation. It can be anything from poems to drawings. On the outside of the box, are triangle magnets, making up a bigger picture, also allowing the audience to move around creating a new image, or taking the magnet as a promotional item.
In phase four, the official launch of the new campaign will happen in Station Coffee. Several new deliverables come into play here;
The table sign will be present on all the tables. Every side will have a “do not disturb” or “collaborate” sign. This allows the audience to seek help in what they do, or to let the public know that they do not want to be disturbed at the moment.
The icons is present throughout the campaign, but in the launch the icons and its meaning will be made clear in the space.
The wash paper is designed to come with the food on the wooden plate, the reason is just to pull the campaign throughout.
The coffee takeaway carrier will have space for two coffee cups. The reason for the two coffee cups is to promote the idea of collaboration.
