Coffee Shop North
Stories Leeds, coffee shop (branding)
The Barn Berlin, coffee shop (branding)
The third wave coffee movement
http://achillescoffeeroasters.com/what-is-the-third-wave-coffee-movement/
How Starbucks became what it is today
https://www.fastcompany.com/1777409/how-starbucks-transformed-coffee-commodity-4-splurge
Target Audience Research -
The geographic location of my target audience is named in my question for my essay, as I am focusing on Leeds so this means will be looking at attracting the creative scene within Leeds. However this does not mean that this is the only sort of people that I am trying to attract, I believe that the sort of person that I am targeting are very prominent in the north of England and people would come from all over to appreciate. The demographic of the audience is wide from about the age of 18 and up to around 60 but that does mean it has to stop there, as the creative industry is the biggest part of the audience and this has people of all ages that have just come to indulge. The interests of the audience also would link nicely into arts, design, fashion, music, food and culture. Most if not all would share the same values of life and even when it comes to subjective topics like politics most can agree. The audience all have appreciation for quality as they like to think about the little things and the value that comes with that.
Name: Hakim Melon
Gender: Male
Nationality: German
Location: Leeds
Age: 24
Occupation: DJ/Producer
Interests: Music, design, food, coffee, travel
Name: Luke O'Neill
Gender: Male
Nationality: British
Location: Leeds
Age: 45
Occupation: Graphic Designer
Interests: Design, coffee, music, fashion, film
Name: Jess Walsh
Gender: Female
Nationality: British
Location: Manchester
Age: 21
Occupation: Fashion student
Interests: Music, fashion, art, photography, food
Relevant and related visual research -
Designing for restaurant/cafe/coffee shop
Design and branding are power tools that brands can use to attract the desired audience that they are looking for. In many cases the better designed places will all attract a similar audience in this case I am referring to like minded creatives. I have found a number of eateries and food companies that use good design to get their desired clientele.
Dark Woods Coffee roasters (branding)
Dark Woods Coffee is an independent speciality coffee roasters. Dark Woods wanted a brand that would be inclusive rather than exclusive. Roasting coffee that would be loved by the coffee specialist, but also appreciated by the general public. The branding has a good concept which helps to link to it immediate target audience, but it is also appealing to a new comer. All the packing has been designed in a similar way so the brand will become familiar to the consumer, they now sell their products in many independent shops/cafes around Leeds which is helping to grow the awareness of good quality well design products to the area.
GRIND Coffee London (interior design)
Grind is one of the first independent coffee shops that has shown how it can be done. They have gone from being one shop to now having a small chain that covers most of London, they have been able to build the brand into the chain it has become now. Each shop has similar interior but all suit the target audience but this also means that loyal customers will return to the different branches across the London as they are familiar with the concept and the product.
Department of Coffee and Social Affairs (branding/merch)
They now have 9 locations in and close to London making them a very recognisable brand for any coffee enthusiast. The branding is seamless throughout the shops, a chain like this is much different to Starbucks and Costa as they are attracting the third wave coffee lover and offering a lot more. For example on their online store they offer coffee lessons as well as this they have merchandise which has been target at the audience (tote bags, t-shirts, mugs and own brand coffee) which all helps the costumer feel part of the brand.
Stories Leeds (Print collateral)
Stories is a new, independent café in Oakwood, near Leeds which boasts artisan coffee, cold-pressed juice and a locally sourced menu all served in a beautiful, Scandinavian-inspired space. I looked at this as a case study for my essay, but what I can take from this is the use of print collateral, they have used interesting and conceptual ways of using paper from menus, information for food, business cards etc...
Marmadukes cafe Sheffield (using design)
Marmadukes cafe is an independent coffee shop in Sheffield, it inspired by nordic design and way of life, which also helps to attract a particular target audience. Recently they installed a infographic blackboard showing the specialty that they sell this is a great way to interact with with the customers as they know exactly what they are getting and it is also a great way into integrate design into the shop.
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