It’s time to shake up the café world.
Here is a video of some of my research while exploring Dark Horse's brand equities. It was an attempt to bring the equities to life through video and music and start their story. (All video footage is taken from YouTube)
Here is a mini introduction video to the idea of the Dark Horse day time & evening specials. The only footage that was shot by me is the stop motion - the rest is taken from YouTube.
Fun in the Picnic Sun is a daytime special based in Trinity Bellwoods Park, where the main target often frequents. A large communal table will be set up in the park beside a Dark Horse stand offering iced beverages and snacks.
The main idea is to interrupt people’s daily routine and bring Dark Horse to the people as opposed to the people going to it. The people strolling through the park can stop for a cold beverage and socialize, or carry on with their walk, beverage in hand.
The main idea is to interrupt people’s daily routine and bring Dark Horse to the people as opposed to the people going to it. The people strolling through the park can stop for a cold beverage and socialize, or carry on with their walk, beverage in hand.
Chalk renderings will be created at all entrances to the park in order to draw (pun intended) extra attention to the daytime special.
Made You Look is an example of an art event that will be hosted by Dark Horse. Only local artists would be selected for these events, as Dark Horse is a local company wanting to create community experiences. Here, people can mingle with one another - while enjoying beverages and treats provided by Dark Horse.
View-Masters will be hung in Toronto streetcars to spark curiosity. In the View-Master, there will be slides of the art to be shown at the upcoming Made You Look event. Every fourth image will provide information of when and where the event will take place.
Hood Famous is another example of an art event that Dark Horse would host. This event would take place at the Whippersnapper Gallery on Dundas West.
To spark interest for the Hood Famous event, a mug installation will be placed within Bellwoods and various areas of Toronto where the target is often seen.
Dark Horse mugs will be hung from strings, like Christmas lights, as an art piece. They will be accompanied by a chalk board inviting the viewers to take a mug home. Attached to the mugs are tags with information about the upcoming event, and an offer for a free Americano.
Dark Horse mugs will be hung from strings, like Christmas lights, as an art piece. They will be accompanied by a chalk board inviting the viewers to take a mug home. Attached to the mugs are tags with information about the upcoming event, and an offer for a free Americano.
What’s Cookin’ Good Lookin’? is an example of an evening music event Dark Horse will host. Just like the art events, they will only feature local artists. The venues will change, determined by the best suiting space and atmosphere for the specific bands. This particular event will be hosted at the Dark Horse Spadina location, after hours. Dark Horse beverages and treats will be available to be purchased and enjoyed while the event takes place.
Free music download cards will be placed in record shops (such as Sonic Boom and Hits & Misses) and other local businesses (like the ones illustrated below). On them will be songs by local bands that are playing at Dark Horse’s upcoming events. These cards act as not only a little gift for our target, but an advertisement for the event.
DIRECT MAIL:
This is a mug cozy which will be used as a direct mail piece for houses around each of Dark Horse’s locations. If the recipients bring in the tag attached the cozy, they will receive a free Americano at Dark Horse.
NOW MAGAZINE SLIP:
To generate awareness outside of the main target, a wrap around for NOW magazine will be created to look and feel like a cardboard coffee sleeve. They will simply state “EVERYONE HERE IS A DARK HORSE” with the Dark Horse logo and locations.
To generate awareness outside of the main target, a wrap around for NOW magazine will be created to look and feel like a cardboard coffee sleeve. They will simply state “EVERYONE HERE IS A DARK HORSE” with the Dark Horse logo and locations.
IN STORE:
In order to inform the public about Dark Horse’s new apps, social media and website, notes will be left on their cups.
In order to inform the public about Dark Horse’s new apps, social media and website, notes will be left on their cups.
WEB:
A Tumblr will be created to house photos of their events, poster ads, as well as art and music from their events.
Dark Horse’s Twitter will constantly be updated with photos, news, and information about upcoming events.
Dark Horse lacks online communication with their customers. An updated website will be created to fix that problem. The website will feature information about their upcoming events, locations, information about the company and links to Facebook, Twitter and Tumblr. The website will constantly be updated with new photos and events so that the locals can be fully connected to the brand.
A Tumblr will be created to house photos of their events, poster ads, as well as art and music from their events.
Dark Horse’s Twitter will constantly be updated with photos, news, and information about upcoming events.
Dark Horse lacks online communication with their customers. An updated website will be created to fix that problem. The website will feature information about their upcoming events, locations, information about the company and links to Facebook, Twitter and Tumblr. The website will constantly be updated with new photos and events so that the locals can be fully connected to the brand.
SMART PHONE:
An official phone app will be created with intentions of easily supplying information for Dark Horse’s customers. The app will provide information about upcoming events, with a reminder feature that will send you a text the day of the event so that you won’t forget about it. You can also go ahead and send the event poster to a friend right from the app. The locations section provides a Google map of all four Dark Horses, with directions if necessary. Within the contact section of the app, you can send a email directly to Dark Horse with your comments, concerns, or an idea for an event.
Dark Horse will enter the instagram world and start posting photos live from events and document daily life at the cafés.
An official phone app will be created with intentions of easily supplying information for Dark Horse’s customers. The app will provide information about upcoming events, with a reminder feature that will send you a text the day of the event so that you won’t forget about it. You can also go ahead and send the event poster to a friend right from the app. The locations section provides a Google map of all four Dark Horses, with directions if necessary. Within the contact section of the app, you can send a email directly to Dark Horse with your comments, concerns, or an idea for an event.
Dark Horse will enter the instagram world and start posting photos live from events and document daily life at the cafés.
Here is a series of photographs from my exhibit at the OCADU grad show.
I created a lengthy book that holds all my research, strategy and ads for thesis. Here is a taste of it...
