Industry / Sector / Keywords
Coffee, Retail, Culinarv Arts, Local Business, Specialty Food and Beverage, Artisanal Products, Sustainability, Community Engagement, Neighbourhood Services, Roastery.
Industry Settings
Union Coffee, a neighborhood-concept café, caters primarily to the local community and working professionals. It began with a simple desire to share and instill a love and knowledge of good coffee. This passion expanded to brewing refined and tasteful coffee from carefully selected beans, roasted in-house. Union Coffee aims to provide customers with an experience that goes beyond a great cup of coffee, offering a diverse selection of sweet and savory pastries as well.
Challenge
In a saturated coffee market, Union Coffee faces the challenge of distinguishing itself, given that its current customer base primarily consists of families and neighbors. The task at hand is to broaden its appeal by positioning itself as a high-end brand that signifies quality. The ultimate aim is to shift perceptions and portray Union Coffee as a proactive solution to resource conservation, rather than as a contributor to the existing problem.
Strategy
Union Coffee is undergoing a comprehensive rebranding initiative, from branding to digital marketing. The focus is on capturing attractive lifestyle photography and developing a contemporary, youthful illustration style that distinguishes it from competitors and resonates with a broader audience. The goal is to invite more people to join the Union Coffee experience by creating a fusion of beautiful imagery and striking design, capturing attention and fostering engagement beyond traditional social responsibility messages.
