Blanchard’s Coffee
Spec Work
The Ask
Create a brand identity for scaling a local coffee company to a regional coffee shop and roaster.
Industry
Coffee Retail, Coffee Roasting
Contributors
Josh LaJoie, Ella Gormanlove, Rhiannon Newman, Logan Furey, Aggie Prakash, Laura Farina
Role
Brand Strategy, Research
Problem
American coffee culture has diluted any appreciation for the drink itself.
Brand Advantage
Blanchard’s nerds out on coffee—from teaching and sourcing, to roasting and drinking coffee.
Solution
Make coffee the center of the coffee experience—and everything that comes after is just a bonus.
Idea
For the Sake of Coffee
American Take Coffee for Granted
Americans are coffee obsessed with over 73% drinking it everyday. But in American coffee culture coffee is just the companion for all of life’s other activities and responsibilities. Coffee never seems to be the focus—we catch up with friends over coffee, we drive to work with a coffee, et cetera.
A Brand Book Focused on Everything Coffee
The identity focuses on Blanchard’s intention on all aspects of sourcing, roasting and brewing coffee—striving to make the best possible cup. They care so much about the drink itself that they host classes for brewing technique in their “Coffee Lab,” where they also experiment with new brews regularly.
Spreading the Love for Good Coffee
Through OOH, merch, and social efforts, Blanchard’s will spread its message about better coffee regionally—putting coffee back at center stage.
