College - Author 1
College of Liberal Arts
Department - Author 1
Graphic Communication Department
Degree Name - Author 1
BS in Graphic Communication
Date
2-2024
Primary Advisor
Hocheol Yang, College of Liberal Arts, Graphic Communication Department
Abstract/Summary
Coffee is one of the most well known and enjoyed drinks in the world. So many people go out to coffee shops to get work done, catch up with friends, or just to simply enjoy a local cup of coffee. Yet, many people find it difficult to bring that experience into the comfort of their own homes or have found tools that bring a personal and unique experience. Espresso machines, coffee tools, and unique terminology can be very intimidating for someone who is just starting to learn about coffee or wants to grow their own at home experience. The problem is that there is a disconnect between the market of specialty coffee and at home use.
As discussed in an article by Ready Set Eat, there are a lot of different tools and equipment you can get when making specialty coffee at home. The article lists: “whole bean coffee, filtered water or water filter, scale, dark-colored ceramic or glass container, coffee grinder, automatic drip coffee maker, French press, or water kettle, coffee filters,” and that is just to name a few. These items can be very confusing and a person might not know where to start. While the Coffee Cactus tool might seem like a more advanced place to start, I believe that it will start interest in specialty coffee and the info pamphlet will guide the individual into learning more about at home use.
I will be working with a friend who is creating the Coffee Cactus espresso tool, forming the brand identity and marketing strategies to be able to appeal to our target market, being young adults that enjoy the specialty coffee at home experience.
My main objective for this project is to take the Coffee Cactus espresso distribution tool and create a brand surrounding it that makes the at home specialized coffee experience engaging, more accessible and easy to understand, spark interest in unique coffee tools, and overall widen the market for fun coffee tools that people can collect and invest in.
This will include: a logo, branding guide, pamphlet to go with the espresso tool when purchased, and graphics for social media posts and marketing. The goal is to get the Coffee Cactus tool into a coffee shop in San Luis Obispo and generate sales through the store and through social media orders. The results will be determined by in store and online sales, along with social media analytics and rates of engagement (such as follows, clicks, shares, etc.).
URL: https://digitalcommons.calpoly.edu/grcsp/260