Coffee Brand: Create A Brand That Appeals More to Millennial and Targeted Consumers

Updated: Mar 6, 2019

Understanding of consumer needs and behavior to ensure that the services and product lines under their brand resonate with current and potential customers is very crucial in building strong brand.


Client: BBR (Brown Bear Roastery)

Location: Tampa Bay, FL Brand Designer/Concept: Chez Boodparset Brand Manager: Chez Boodparset

Projects: Brand logo design, print campaign, brand exposure, brand personality and increase customer engagement.




What Brand Core Values Speak About You?

Another fun brand identity design project. I was approached by a friend who has a dream about creating a perfect taste of coffee beans roastery brand. A great cup of coffee in the morning can set the mood for your whole day, and as most coffee lovers know, there's a lot that goes into crafting the perfect cup of coffee.





Brown Bear Roastery was founded in 2016 by Richi Ramikinsoon, who has mastered the art of creating the perfect blend. When I asked him about identifying the perfect coffee bean, he responded: "First, you must know that there are a few different factors that make a coffee bean perfect." Richi believes that the environmental aspect of the bean's growth- from climate to altitude - has an impact on the taste of the bean. Coffee beans benefit from growing at high altitudes, so they don't overheat or mature too quickly. When beans develop slowly and at the right temperature, they're more likely to withstand the hot temperatures they'll experience throughout the rest of the cultivating process.





"In Brand Marketing, consumer is always a center of what we do. A Brand Is A Person. It Is What People Are Saying About You When You're Not There.”

Know Your Target Market

Mornings at the Brown Bear Coffee Shop are busy. People love coming in to grab a sip of their daily fuel before getting their day started. There are multiple reasons why people drink coffee. First, the caffeine in this beverage helps them feel energized. Early morning or late night workers tend to rely on their daily cup of coffee to help them get through their work day. Coffee shops are also wildly popular for students who come in to complete college assignments and study for tests. Additionally, let's not forget about the group of start-up business owners in their early 30s, who visit the coffee shop regularly to host their meetings and discuss their ventures.




Building Brand Experience

Brown Bear Roastery (BBR) believes that quality is absolutely number one when it comes to coffee. My mission as their brand specialist, was to reflect BRB's focus on high-quality coffee while at the same time appeal to the young target market for this local shop. The first impression for a coffee shop is the storefront followed by the feeling the store sparks on the customer after they first walk through the door.


We focused on creating an atmosphere that while industrial, it still feels warm and cozy for our customers. We designed beautiful signage that would attract customers to come into the store to experience everything BBR has to offer. Training our baristas to offer only the best customer service has also helped the store earn a lot of its business through word of mouth and social media.


A First Class Coffee Shop Experience

We developed BBR's brand with the customer in mind in every single stage. Everything from the very first time a person would walk past the store, to the time when they decided this was their new go-to place to come in every morning for coffee. Designing a coffee shop experience with the customer in mind is the only way to ensure that our clients will be satisfied with their BBR experience.



Appeal to Emotions

So one way to establish an emotional appeal with BBR brand is to choose the right image to go along with the brand. Brand image sends a message to your audience and gives you the ability to express intangible aspects of the brand. If your brand possess a genuine emotion, that emotion will rub off on your customers who will feel just as enthusiastic, emotional connected and excited about your products or services as you are. We believe through emotional connection, is the best way to communicate to the customers of our target.



Customer Goals and Objectives

Business is unpredictable, and about the only thing that you can count on is that everything continuously changes. You need to constantly measure your business performance so you know what’s successful and what isn’t. As an entrepreneur, you must know how important it is to see what works at your business and what doesn’t.




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