CafĂŠ Concept & Branding by: Ashley Chan
Third Wave of Coffee A movement to produce high-quality coffee and consider coffee as an art rather than a basic commodity
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The Concept A cafĂŠ and bar hybrid aimed to bridge the gap between early morning coffees and offthe-clock drinking. Product offerings include artisanal coffees, full bar, and alcoholic coffee beverages. It will be the new hip spot for business professionals and socialites to hang out from day to night. Coffee for the morning and alcoholic drinks for the night (or even the day), who can say no?
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The Audience The concept is targeted at both coffee lovers and alcoholic beverage consumers who enjoy special, artisanal drinks. The audience will consist mostly of urban professionals. The variety of the beverage offerings will cater to their work and social responsibilities whether they are on or off the clock.
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Key Features An open coffee bar stocked with coffee beans that derive from a variety of places all around the world and a collection of wines and spirits that will guarantee a fantastic time. There will also be a menu for special coffee and alcoholic concoctions for the experimenters. All in a space that lends itself to a very chic and cool aesthetic that will be comfortable for socializing or conducting business meetings.
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Adjectives polished, high-end, cool, sophisticated
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Possible Names Tequila Mockingbird, Whiskey & Cream, Bailey’s Café
Logo Development
Final Logo
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Competitors Direct: Starbucks, 18 Grams Specialty Coffee, Champs Bar, Rabbithole Coffee and Roaster, The Cupping Room Indirect: Ozone Bar, One Dim Sum, Agnes B. Cafe, The Coffee Academics
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Position Statement For coffee enthusiasts and alcohol consumers, Bailey’s Café is an upscale café and bar that serves both coffee and alcoholic beverages in a chic bar setting that promotes day to night drinking unlike 18 Grams Specialty Coffee that only serves coffee.
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Position Map
high quality
Bailey’s CafÊ
extensive menu
limited menu
low quality Concept & Branding
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Position Map
comfortable environment
Bailey’s CafÊ
high cost
low cost
quick turnover environment Concept & Branding
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Mockup
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www.baileyscafe.com/home
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www.baileyscafe.com/about
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www.baileyscafe.com/coffeebar/coffee
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www.baileyscafe.com/coffeebar/baileysspecials
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www.baileyscafe.com/menu/smallbites
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www.baileyscafe.com/menu/entrees
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www.baileyscafe.com/gallery/1
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www.baileyscafe.com/gallery/2
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www.baileyscafe.com/gallery/3
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www.baileyscafe.com/locations
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www.baileyscafe.com/contact
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