After coming up with a wide range of possible ideas for my practical investigation I was able to use of the study tasks to figure out which ideas would be the most relevant to my question. As my essay references back how the consumer wants to feel part of a brand and community I picked three ideas that best fit this theme.
Idea 1 - Coffee packaging for Leeds based coffee shop (Laynes or Stories)
As mentioned in my essay that the power of banding can be so strong that people buy into it to feel part of something, I thought about how people could interact with the brand on a more personal level. As a coffee lover myself I know how important it is to have good coffee at home as well as from coffee shops, and what better way to do that than buying coffee from your favourite coffee shop. Many places are doing this already and it has been a great success as people are able to take the coffee home with them and this helps them to become a little more interested in the community it also the sort of thing that is reusable and the customer can come back again and again to get their coffee fix.
The idea is that by using a well established coffee shop in Leeds for example Stories, Laynes or Mrs Atha's which currently don't offer an in-house coffee brand that people can take home. I can design the packaging bean or ground coffee, this could also be in partnership with local coffee roasters. I feel that this would be very popular as many people that go to these particular shops go on a regular basis and would appreciate being able to buy coffee from their favourite cafe to take home and then use at home.
Idea 2 - Merchandise
Again a big part of the coffee culture is what sort of person you are, a lot of the costumers have similar interests for example fashion is a big part of the coffee culture and I feel that this is something that most customers have in common.
Some coffee shops are offering merch, but are they offering the right sort of merch. Barista/creative culture is often referred to as "hipster" and there is a certain look that people that go to coffee shops have (tote bags, big beards, MacBooks, selvage denim) but I thin I could use this to make some unique merch for a coffee shop in Leeds.
Many places offer t-shirts, tote bags and coffee mugs but I feel that these are the most common things that people would want but you could achieve much more by having more innovative products like denim aprons, coasters and posters all of which helps the customer to become more invested within the part and show the support for the brand.
Idea 3 - Loyalty card scheme for independent business in Leeds (Leeds Indie Food)
From living in Leeds for the past 2 years I have noticed that there is a great appreciation for independent eateries. But I feel that people will certainly pick their favourites we should make an effort to go to make use of these independent business that mostly have design conscious customers. Leeds Indie Food is a festival that is highlighting these places but it only last for 2 weeks in May, using these as a client I am proposing that a loyalty scheme in collaboration with them and the independent business in Leeds.
By using the image that they have created, I want to create a card that can be used in all independent eateries in Leeds to encourage people to go to the many shops that are there. Hopefully this will encourage people to think about the brands that they are investing themselves into and will help the brands grow, it is benefiting everyone.
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