Central City Coffee
Central City needed an at-a-glance way to connect store shoppers to their mission of empowering mothers to achieve self-sufficiency.
Roles: Brand Strategist & Namer
Agency: Murmur Creative
Deliverables: Strategy Recommendations, Naming Architecture, Names
Strategy
The Challenge
Central City Coffee provides career experience, training, and support to mothers who have experienced homelessness. They needed an attention-grabbing update for their coffee brand in order to increase sales to help fund their programs. But the new brand didn’t just need to appeal to shoppers, it needed to resonate with program participants as well.
The Discoveries
There aren’t many coffee brands specifically aimed at women shoppers or mothers in particular.
Coffee brands don’t often focus on characters or people in their branding.
Empowering characters resonate with both of Central City’s core audiences: shoppers and program participants.
Bright, fun colors stand out in the more muted coffee aisle.
The Solutions
Create a set of characters embodying women-focused archetypes that are playful, empowering, and a little bit magical.
Create naming conventions and host a naming workshop where stakeholders generate naming ideas that resonate with the program.
Bring everything together with fun designs and bright packaging that easily translates to supplemental merchandise.
Creative
Strategy came to life through an incredibly fun and inspiring workshop, name generation, and character creation.
Learn more about the project: