BRAND OVERVIEW
Flor de Café
The artisan café Flor de Café was looking for a comprehensive brand identity design and a launch campaign to establish their artisan café as a premium, Persian-inspired destination for reishi coffee. They sought a distinct brand identity to showcase its unique offering: nature-inspired, reishi-infused mushroom coffee. Prioritizing quality, sustainability, and health-conscious living, the brand aimed to strike a balance between approachable charm and a sophisticated, vintage aesthetic.
BRAND TONE
Artisanal, Refined, Timeless, Earthy, Sophisticated
TIER THREE PACKAGE
This tier package included a full suite of branding services, marketing strategy, and tailored deliverables to support the business’s launch and growth phase comprehensively.
Market Research & Analysis:
In-depth research identified the café’s ideal customer base: wellness enthusiasts and coffee connoisseurs looking for premium alternatives. Competitor analysis helped shape a brand that fills the gap between health-focused and high-end driven experiences.
Detailed personas were developed, representing the café’s key audience segments.
Unique Value Proposition:
Flor de Café offers the perfect blend of taste and wellness, sourcing the finest reishi-infused coffee to elevate daily rituals. Combining health benefits with a premium feel, this brand
redefines how coffee is enjoyed.
Brand Design Strategy:
Through a detailed analysis of local and online competitors, we identified a recurring trend: most cafés relied on generic coffee shop branding—logos featuring coffee beans paired with standardized masculine fonts and earthy greens or browns. While these elements evoke familiarity, they often blend into the saturated café market.
To make Flor de Café stand out, we opted for a fresh approach. Muted yet vibrant orange and green accents were carefully chosen to elevate the brand's visual identity, creating a unique and memorable aesthetic. This strategy not only sets the café apart but also reinforces its commitment to quality and creativity.
Custom illustrations were designed to capture the essence of Flor de Café’s artisan brand.
The soft, boho aesthetic of the illustrations complements the brand’s sophisticated yet approachable identity, while adding a personal, handcrafted touch that sets it apart from competitors. These bespoke visuals bring the café’s story to life, ensuring every detail feels intentional and memorable.
CUSTOM ILLUSTRATIONS
This bespoke pattern serves as a signature element for packaging and promotional materials. It’s minimalist yet distinctive pattern enhances the café's premium feel, adding a cohesive touch to packaging, stationery, and other brand materials while maintaining the focus on its unique identity.
CUSTOM BRAND PATTERN
A complete logo and style guide were created from this research.to ensure that the brand stands out from its competitors meanwhile remaining consistent across all touchpoints. Custom illustrations, and boho-inspired typography align with the brand’s sophisticated, yet grounded vibe.
Brand Messaging Guidelines:
BRAND MESSAGING
Purpose: To inspire moments of connection and well-being through thoughtfully crafted coffee and an environment that celebrates the harmony of nature and artisan design.
Mission: To create a welcoming space where premium, reishi-infused coffee and thoughtful design come together, offering a unique and health-conscious experience that nurtures the mind, body, and soul.
UVP (Unique Value Proposition): Flor de Café offers health-conscious consumers a sophisticated and memorable café experience centered around premium reishi-infused coffee, combining the richness of Persian-inspired design with an artisan approach to quality and sustainability.
Marketing Materials:
To support the launch campaign, we created a suite of marketing materials to build awareness, engage customers, and drive sales.
Materials Included:
A lead capture pop-up
Email campaign (5 email welcome sequence)
Pattern for marketing collateral (e.g., branded coffee cups and a tote bag).
4 Social media launch graphics.
Email CampaignWelcome Sequence:
A keyword analysis was conducted to identify high-impact terms that align with the cafe’s brand and audience, including both long-tail and short-tail keywords, to optimize visibility and search engine rankings for SEO purposes.
Using these insights, an email welcome sequence template was crafted to guide new leads through an engaging introduction to Café Zana's offerings, in order to foster connection and drive conversions.
Additionally, a promotional display pop-up ad was designed to capture leads effectively, enticing visitors with a compelling lead magnet while seamlessly integrating brand aesthetics and messaging. These strategies work together to create a cohesive and impactful digital marketing presence.
The Outcome:
The cohesive brand identity and launch materials will position Flor de Café as a standout in the competitive artisan café space, attracting both loyal locals and curious newcomers. The launch campaign was designed to increase foot traffic, and build a strong foundation for continued growth.
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