conor harrington • rachel heiss • colleen wormsley
two brews
contentsSituational Analysis 3SWOT Analysis 4Consumer Accepted Beliefs 5Competitive Analysis 6-7Brand Philosophy & Tone 8Brand Promise 9Primary Target Market 10Secondary Target Market 11Inspiration 12-13Logo and tagline 14Color palette 15Fonts 16Acceptable use 17Stationery 18-20Menu 21-22Loyalty Card 23Print Ad 24Banner Ad 25Website 26Social Media 27-28Signage 29-30Apparel 31Sleeves 32Merchandise 33
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situational analysiscompetitive
economic
sociocultural
• College students live on a tight budget• Cheap eats and drinks trump pricier food and beverages
• Many coffee shops/bars have consistent, strong customer loyalty• Current coffee shops/bars have strong identity within college communities• Each coffee shop/bar has an identity - Two Brews must have its own identity to differentiate itself from others in town
• Restaurants are utilizing online food services, such as GrubHub, to access college students more conveniently• Social media sites such as Facebook, Yelp, and Foursquare allow consumers to “check-in” at businesses and post a review on them from their smart phone
technological
• Students seek off-campus venues to provide entertainment• Nightlife is a challenge for students who are under the legal drinking age
legal• The drinking age in the U.S. is 21, therefore, Two Brews needs to closely monitor its customers to be sure underage consumers are not drinking alcohol
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SWOT analysis
strengths
threats
opportunities
weaknesses• Limited menu items• Competitive location• Beer served at night limits demographic
• Ithaca’s large population of college students• Coffee and beer are both popular beverages among college students• The unique combination of a coffee shop and bar differentiates Two Brews from its competitors• The Commons is an easily accessible location for Ithaca College students and will encourage foot traffic
• Ithaca is home to many competitors including other restaurants, coffee shops, and bars• During the summer months, most college students leave town• Many competitors are well-established and have a good reputation
• Two Brews will give local music artists the chance to perform which will draw in fans• Special promotions for college students can encourage new customers• Local coffee and beer brands are popular among students and residents of Ithaca
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consumer accepted beliefs
• In order for a space like Two Brews to be successful, it needs to be effective in balancing both a coffeehouse during the day and a bar at night• Consumers are seeking a relaxing atmosphere when they are interested in being productive and getting work done• Consumers are seeking a clean, quality establishment to drink and socialize in at night• Money is a big concern for our primary target audience, so prices on food and drink must be reasonable• It’s difficult to find a space where underage people can socialize with their of-age peers on the weekend
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competitive analysis
Bandwagon Brewpub Collegetown Bagels Lot 10
Target: Both college students and the local communityLocation: The CommonsType of environment: Relaxed gathering place for college students and locals at nightCoffee/beer beverage selections: Rotating home-brewed beers and other popular beersSmall food selections: Multiple appetizer options, including their popular French fries and dips
Target: Attracts both college students and the local communityLocation: Collegetown, The Commons, and East Hill PlazaType of environment: Group gatherings, studying, meeting place, etc.Coffee/beer beverage selections: Serves locally roasted coffees at all locations and local beers on tap at their Collegetown locationSmall food selections: Provides a variety of desserts and snack options, as well as full meals
Target: Local residents with smaller focus on college communitiesLocation: The CommonsType of environment: Identifies as a lounge for food and local music entertainmentCoffee/beer beverage selections: Serves local beersSmall food selections: Menu includes “lounge” food, such as appetizers and other shareable dishes
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competitive analysis
Target: Appeals strongly to college students, especially those from Cornell UniversityLocation: CollegetownType of environment: Combination of a restaurant, bar and local music venueCoffee/beer beverage selections: Serves local beersSmall food selections: Order pizza by the slice
The Nines Ithaca Coffee Company
Target: Attracts both local residents and college studentsLocations: Triphammer Marketplace and Gateway CommonsType of environment: Offers a relaxing sit down venue with the ability to do work, hang out, and purchase different beers and coffeeCoffee/beer beverage selections: Local beers and local coffees availableSmall food selections: pastries, soup, and snacks available
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brand philosophyThe core of the Two Brews’ philosophy is customer service. We strive to serve college students and locals alike in a relaxed, enjoyable atmosphere. The community-oriented space serves as a hub for good food, friends, and fun.
Two Brews is also dedicated to serving the best, local menu options available. We offer Gimme! Coffee, Ithaca Beer, and a variety of local, seasonal menu items to help support the Ithaca economy and community.
toneTwo Brews is the premier spot in Ithaca, N.Y. to relax, stay awhile, and enjoy your favorite drink (or two.) Two Brews is a space where all students can blend both their academic and social lives. The collaborative environment fosters productivity during the day, while the relaxed atmosphere provides a great energy and space for socializing at night.
The brand tone is sleek, modern, and evocative of what Two Brews offers. The coloring of the logo’s rings was inspired by the colors of a strong cup of coffee and a pale ale. The branding is designed to be welcoming and contemporary in order to appeal to our target demographics.
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Two Brews satisfies coffee cravings during the day and beer cravings at night in a relaxing, lounge-style setting.
brand promise
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primary target market
Two Brews is the perfect place for young professionals to meet with a client over coffee or meet up for drinks after a long day of work. We offer a place where they can balance both their professional and personal life.
Particularly those attending:Ithaca CollegeCornell UniversityTompkins County Community College
Our primary target audience is always busy. Between class assignments, extracurricular activities, jobs, and their social life, they’re always on the go. Two Brews allows the primary target market to balance everything they do.
Our audience is looking for one central place off-campus where they can do it all: study, meet for group projects, hang out, and socialize. They’re looking for a more relaxing environment than the typical college bar.
College-Aged Men & Women (17-24 years old)
Young Professionals
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secondary target market
The Finger Lakes region attracts a variety of tourists to the area due to the abundance of wine trails, museums, natural beauty, and cultural events. Two Brews is a great place for tourists to stop and relax for a cup of coffee in the afternoon or a beer at night after a long day of enjoying all of the amenities that Ithaca has to offer.
Although Two Brews is geared towards college-aged men and women, the space is the perfect place for a freelance writer in town to get his or her work done. It serves as a great meet-up place for old friends, whether it’s over a cup of local coffee or a pint of local beer. The flexibility of the space provides a great environment for many different people.
Local residents of Ithaca, N.Y.
Tourists
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inspirationBusboys & Poets,Virginia
Set of popular TV show, FRIENDS
Brewed,Texas
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inspirationGalwayHooker, NYC
Twisted Pepper, Ireland
Set of popular TV show, HOW I MET YOUR MOTHER
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logo and tagline
Come for the coffee, stay for the beer.
two brews
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color palette
C62 M54 Y53 K27
R92 G92 B92
PMS 447m
C20 M33 Y100 K01
R208 G165 B44
PMS 131m
C04 M15 Y52 K01
R241 G209 B138
PMS 141m
C43 M55 Y72 K26
R125 G97 B71
PMS 1405m
The above colors represent the Two Brews brand. The first two colors are the base for our logo design and serve as the primary colors for the brand. The third and fourth colors are secondary colors that can be used as accents on brand materials.
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fonts
St Marie
Century SchoolbookAa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm
Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz
1 2 3 4 5 6 7 8 9 0
! @ # $ % ^ & * ( ) - + = { } [ ] : ; “ ‘ ? > < , .
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm
Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz
1 2 3 4 5 6 7 8 9 0
! @ # $ % ^ & * ( ) - + = { } [ ] : ; “ ‘ ? > < , .
St Marie is the primary font for the Two Brews brand. It is a modern serif font. It is the font used in the logo and will be used for major headings, signage and more.
Century Schoolbook is a simple serif font that is a secondary typeface for the Two Brews brand. It will be used for dense copy, menu items and more small text pieces.
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acceptable use
Do not change logo colors Do not change logo font
two brews
Do not scale smaller than 1.0 inch
If the logo cannot be in color, make the entire mark black
two
brew
s
Do not rotate in any way
two brews
Do not apply drop shadows or other effects to the logo
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stationery
Letterhead
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stationery
Business Cards
The business cards for Two Brews double as coasters. This gives them a dual purpose and reduces the chance of customers just throwing them away in the nearest trash can.
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stationery
two brews
137 East State Street Ithaca, N
Y 14850
twobrew
s.com
Adam PerutaRoy H. Park School of Communications953 Danby RoadIthaca, NY 14850
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Envelope
menu
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Front & Back
menu
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Inside,when folded
loyalty card
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print ad
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banner ads
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website
137 East State Street Ithaca, NY 14850(607) 555-5555 [email protected]
two brews
Come for the coffee, stay for the beer.
upcoming events: Second Dam concert- 12/14, 8 PM Tickets $5For a full list of events, click here.
home coffee beer about us events
Join the Two Brews community on Instagram. #twobrews
brews of the day
Cold Front,Ithaca Beer Co.
Piccolo Mondo Organic BlendGimmee Coffee
hours: m-th: 9 a.m.-12 a.m.f-sa: 10 a.m.-1 a.m.sun: closed
what’s new
contact
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social media
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social media
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signage
chalkboard menu
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apparel
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sleeves
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merchandise
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