A Speculative Proposal for the branding of a Coffee Shop Located in Central Johnson County Kansas
A new coffee shop is under construction in central Shawnee, Ks. It's located in a suburban area thats desolate of good coffee, where the only other shops within 15 minutes are chains. It's also walking (or skating) distance of a Skate Park, and a small school. All being said, the shop needs a stylish identity that appeals both to skaters going to and from the park, and 'burb dwellers who love good coffee.
"Ollie's Coffees" is the result.
Ollie (skateboarding), Verb:
The ollie is a skateboarding trick where the rider and board leap into the air without
the use of the rider's hands. Read more about Ollie here!
The name is stylish enough to persuade the 'burb moms dropping their kids at school/park and shopping to try something fresher than their normal Target Starbucks. It's also a safe place for the skaters and school kids to meet up, get their coffee, and to "ollie" out of there.
Mission: To evoke a creative atmosphere, and a safe place for all to enjoy coffee.
Attributes: Grunge, Coffee, Skating, Creativity, People, Style.
These images were chosen to inspire creativity through pictures and art. Both of these mediums are possibilities for the brand. Delving past media, the coffee drinker shows a feel of rhythm and creativity through music. Theres a sense of friendliness and safety between the baristas. And finally the chill nature of the skateboarder sitting on the cool green bar, it shows a rugged tranquility that the brand should own.
In a broad sense, coffee drinkers. But this delves into 2 categories that interact. The parents dropping their kids off at school and/or the park, and the youth who need a safe place to meet (and caffeine).
Main Competitors: the only other coffee shops within a 5 minute drive.
Both are large chains, so they may not have the best coffee but they definitely have the recognition. Starbucks has a very well designed logo, and also a bunch of wonderful designed giftcards, cups, and other swag sold in their store. Dunkin Donuts has a great type heavy campaign going on right now, and sells many delicacies outside of coffee; relying on donut sales.