Madison Bencomo
Zephyr Cafe 3643 Balboa Street (btwn 37th Ave & 38th Ave) San Francisco
Quiet | Low key | Unknown | Relaxed Studious | Old School | Secretive Relative | Cozy | Levels | Subtle Project Summary: Zephyr Cafe is an unobtrusive local cafe on a bustling Balboa block. While it occupies quite a large space, the place itself is almost hidden to people passing by. Reasoning for this could be that there is very little signage to let people know what it is. There is no awning and no outdoor signs, simply small lettering on the entrance doors which are lost inbetween the wall of windows. It seems to be the type of place mostly only locals know about and go to. Having said that, you’d be surprised how many people there are hidden in their own booths, chairs, and couches. People seem to gravitate to this cafe to get work done. I’ve observed plenty of people with open laptops, possibly due to the two hour free wifi. Others are tucked away in chairs reading books, or highlighting papers or reports. The purpose of this project is to re-define Zephyr Cafe and bring it up to date with the times. It is very outdated with the decor inside and outside and I think people would stop by more often if they knew what it was, and its charm and potential inside.
Audience Profile: The crowd at Zephyr seems to be a mix of twenty somethings to fifty year olds. It is more of a low key, grunge sort of vibe so of course there are quite a few hipsters as well as hippies. Everyone seems to be very quiet and respectful of each other’s space. They seem to choose chairs and booths spread out a ways from others and are all engrossed in either books, newspapers, or laptops. It comes across to the observer that these locals want to get a coffee and delve into their work, there isn’t too much conversation going on between any groups. Everyone seems to get this vibe and understand this is a relatively quiet cafe.
Perception/Tone/Guidelines: I want the target audience to feel welcome when they walk in. I want them to want to come hang out in such a large space. It should be inviting for them to come in and get their coffee and choose wherever they’d like to sit and read or do work. I’d also like for it to change in the fact that I think people should want to come in and not feel like they have to be silent. Not necessarily boisterous and loud, because that is not the vibe here, but to know that it is okay to have quiet conversations and enjoy the space. I think it is important for customers to want to come in because they are curious about what lies behind the glass doors. I feel that because this cafe has been open so long, it has a sort of regalness to it, and therefore I chose a burgundy color scheme. It’ includes warm hues and tones like creams and browns which I feel would also tie into the wooden benches, chairs and tall support beams.
Communication Strategy: The target audience will be convinced that this is a positive re-branding experience by the subtle, yet much needed updates in furniture and space usage. The color scheme has a lot to do with the modernization of the place, however, I feel this cannot be too drastic of a change because that would take away from the laid back, oldschool vibe that the locals know it for. The overall message to be conveyed is calm and inviting. Through the appropriate and refined use of color, materials, type faces, and style on the outside as well as the window displays of the cafe, the customer will be enticed to check out what is going on inside, and will feel a certain level of intrigue to stay awhile.
Competitive Positioning: Zephyr cafe offers a plethora of food and beverages. The menu includes bagels of all kinds, pastries, both hot and cold sandwiches, wraps, and various soups. They also offer all types of coffee drinks, teas, and even different kinds of beer. The menu infact, could quite possibly be scaled down to help customers with making an easier decision. I feel that Zephyr is set apart from its competition already because it is such an old and trusted cafe to the locals. There are many new cafes that have come and gone nearby on Geary, but few remain as long as this. I also think it is rare to find a cafe with a space this large anywhere. If there were a few key factors updated and changed such as the decor, the lighting, the color scheme, the font on the menu and updated signage, I think Zephyr would get a lot more interest from the public.
Targeted Message:
Soft and studious with a comforting embrace.