Brand Positioning and Identity Study
Redefining the market position for a local artisanal coffee shop.
Overview
An in-depth study of a local coffee shop to identify its unique value proposition and propose a refreshed brand identity.
Context & Problem
The local coffee shop was facing increased competition from international chains and struggling to attract younger demographics.
An outdated brand image and unclear messaging about the quality of their artisanal coffee.
Objectives
- Identify the core target audience
- Develop a unique selling proposition (USP)
- Propose a refreshed visual identity concept
Research & Audience
Audience: Young professionals and students seeking a premium, authentic coffee experience.
Conducted surveys with 50 local consumers to understand their coffee-buying habits and perceptions of the existing brand.
Strategy & Execution
Shift the focus from 'just coffee' to 'the craft of coffee'. Emphasize the locally sourced beans and the expertise of the baristas.
Developed a brand strategy document, including a new mission statement, tone of voice guidelines, and a mood board for the visual refresh.
Outcome
The concept successfully demonstrated how strategic repositioning can help a local business stand out against larger competitors.