The Ask
Create a brand identity and strong community presence for Boogie Brew, a coffee shop in a small city, inspired by the vibrant culture, music, and trends of the nostalgic 1970s.
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The Context for Coffee Shops
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Chill Mode: Coffee shops serve as social hubs where people meet with friends and make connections.
Work Mode: With cozy vibes, reliable Wi-Fi, and a caffeine kick, they’re the perfect place to get things done.
Experience: It’s more than just a beverage. It’s an occasion and often a quest for the perfect cup and atmosphere.
THE CREATIVE BRIEF
“Excuse me, is this seat taken?”
With few creative options in a small city, Boogie Brew faces little competition. Making it easier to stand out.
Concept: A 70s-themed coffee shop offering a nostalgic experience unlike any other nearby.
Vibe: A vibrant atmosphere where every corner tells a story.
-Mid-century modern designs
-Vinyl records, vintage magazines, and old radios add a touch of nostalgia
Music: Mainly jazz (special events and busy hours featuring funk, soul, and disco hits.)
The Bored Beans
The Bored Bean lives in a small city, and is frustrated with lack luster coffee shops and with how little there is to do locally.
The Context
Bored Beans deserve a cool, new, favorite coffee shop.
The Big Insight
But Bored Beans want more than just coffee; they want an experience.
“Bean there, done that”
Bored Beans are tired of the mundane and actively seek ways to add novelty into their routines. They feel frustrated by the lack of vibrant, engaging coffee shops in their small city and take note when a new one emerges. On their quest to inject excitement, they’ve been to just about every local cafe, bar, and brunch spot. They find inspiration in discovering new cafes where they can see themselves working, studying or enjoying time with friends. Guided by the desire for something reliable, they depend on reviews, Instagram accounts, and word-of-mouth to discover places where they can become regulars, seeking reassurance that they're not missing out by living in a small city.
The Audience:
The Objective
Grow Boogie Brew's social media following + get involved locally + drive sales
THE COMMS STRATEGY
Media Distrubution and Examples
“Is there any way to make this more sweet?”
Hidden Speakeasy
A secret door transports guests back into the glamour of the 70s with an exclusive cocktail menu and retro ambiance.
THE THOUGHT STARTERS
Host 70s Themed Events
Boogie Brew 70s themed events could be the heartbeat of the community, turnin gatherings into celebrations of nostalgia and fun. Picture seasonal drinks inspired by the 70s flavors, staff & patrons dressed in groovy clothes, and funky hits from the generation.
