Our primary goal was to enhance brand consistency across all franchise outlets, streamlining design processes and empowering franchisees to easily adapt templates. This involved a deep dive into Plato Coffee's unique selling points, particularly its commitment to an exceptional coffee experience with a design and user experience-first approach. The overarching aim was to position Plato Coffee as a brand that offers not only premium coffee blends but also a space for genuine human connection.

To achieve this, our team identified key communication objectives, such as updating the brand CI guide, expanding the merchandise range, creating a franchise operations manual, and designing a loyalty app.

The messaging aimed to make the brand more relevant in pop culture, emphasizing Plato's commitment to creating beautiful spaces that foster connections and experiences. The desired positioning statement focused on affordability, quality, and the opportunity for human connection. Our conceptualization, centered around the "Circle Back" concept, became the cornerstone of our campaign, leveraging Plato's circular logo to symbolize consistency, loyalty, and a continuous return to quality. The project executions, ranging from merchandise to franchisee materials and marketing strategies, were aligned with this central theme, creating a cohesive and engaging brand narrative for Plato Coffee.