ContextÂ
The iNUA Collection has a selection of 4 and 5 star hotels across Ireland. A number of these properties contain coffee docks, where customers can treat themselves to a hot beverage or snack. In order to boost sales at these coffee docs, I was asked to create a new brand.
Brief
The brief asked for a warm, friendly atmosphere. It was specified that we attract more local and leisure business. This brand also needed to be able to stand alone as it’s own self contained entity.
Process
In my research, it was evident that most of our competitors were heavily targeting corporate visitors, and therefore couldn’t be used as a relevant bench mark. Instead, I took inspiration from smaller family run businesses and bespoke coffee brands. I went through a number of iterations with the illustrations, careful to strike a “friendly” vibe without veering into a look that was too “childish”.
In my research, it was evident that most of our competitors were heavily targeting corporate visitors, and therefore couldn’t be used as a relevant bench mark. Instead, I took inspiration from smaller family run businesses and bespoke coffee brands. I went through a number of iterations with the illustrations, careful to strike a “friendly” vibe without veering into a look that was too “childish”.
Challenges
The naming for this brand proved to be a significant challenge. (I was not provided a name, and was expected to decide on one as part of the project.) I spent a lot of time writing lists of names and consulting with my marketing colleagues on suitable choices. I choose “Our Place” for it’s approachable, welcoming feeling, and because I could see how it would translate well into catchy taglines for social media etc. As a designer, it is crucial to consider how a brand is going to live online, and how that “story” is going to be shared with your audience.
The naming for this brand proved to be a significant challenge. (I was not provided a name, and was expected to decide on one as part of the project.) I spent a lot of time writing lists of names and consulting with my marketing colleagues on suitable choices. I choose “Our Place” for it’s approachable, welcoming feeling, and because I could see how it would translate well into catchy taglines for social media etc. As a designer, it is crucial to consider how a brand is going to live online, and how that “story” is going to be shared with your audience.
Conclusion
This concept was not used, as it was decided that it made more business sense to use The iNUA Collection’s new coffee brand for the coffee docks instead. However, “Our Place” received very positive feedback from clients and stakeholders.
This concept was not used, as it was decided that it made more business sense to use The iNUA Collection’s new coffee brand for the coffee docks instead. However, “Our Place” received very positive feedback from clients and stakeholders.
