CREATE YOUR COFFEE MASTERPIECE
The world of coffee is increasingly tough to crack with the number of large conglomerates and bespoke niche purveyors. The Roasting Plant model however was poised to break out of those preconceived notions of what is expected of a coffee shop, offering fresh roasting and unique ways to customize your cup of coffee. With new locations opening in airports and urban areas, we were tasked with creating a new way to communicate the concept with audiences unfamiliar to The Roasting Plant.
Highlighting the innovation and concept in airport was a big part of the strategy for introducing Roasting Plant. Leveraging strategic geo-targeted media buys and airport wifi sign up the new Roasting Plant location would be introduced to almost everyone in the airport terminals
A new Roasting Plant app was proposed to capitalize on the concept of unlimited customization, sharing recipes, and scheduling your coffee - so that on a Tuesday your preferred blend would be started the moment you entered the store by leveraging beacon technology and closing the loop using smart phone pay applications.
A new responsive website highlights the processes, concept, and innovation of Roasting Plant.
Capitalizing on the masterpiece theme, localized branding would allow local artists to partake in the design process by creating custom coffee cups unique to each location.
Role: Strategy/Creative Direction/Design
Agency: Aloysius Butler & Clark