Buzzworthy brew
Project background
Building a new coffee brand
Category
Branding, Web
The Drop Coffee is the latest addition to the artisanal coffee culture of New York’s financial district. The main retail location is fully outfitted with a beverage & food bar, on-premise bespoke bean roasting systems, and its own speakeasy-style restaurant accessible through a hidden doorway.
The ask was as straightforward as the brand – create an identity system that captures the brand’s pithy qualities and embraces its high-end sensibilities.
The brand
Fully caffeinated
The brand was designed as bold and premium as its character and positioned to stand out. Plenty of attention was paid to the existing coffee brand eco-system in NYC.
How we did it
- In-depth interviews
- Market/competitive audits
- Brand framework development
- Visual brand guidelines
- Voice and tone guidelines
The touchpoints
Positioning meets function
Once the brand’s character and voice were honed in on, we started to apply it throughout physical spaces – making it come to life through its visual design systems and environmental touchpoints.
How we did it
- Finalizing brand applications
- Concepting & prototyping
- Retail environmental design
- Vendor & manufacturer management
- Building a launch strategy
