I worked directly with La Colombe Coffee Roasters to prepare a comprehensive
strategy and marketing plan for the national release of Draft Latte.
This is a snapshot of the research + creative work performed.
Help us position the next generation of La Colombe coffee, the Draft Latte, to become .
Coffee culture in America comes in waves.
Coffee used to be a pot of Folger's in the morning. Thanks much to Starbucks, coffee catapulted from a functional necessity to a cherished social ritual. Now, independent coffee shops have raised the craft of coffee to an art, while turning the cafe into a product innovation lab.
For a long time, cold coffee at retail has been an afterthought. Bring the appreciation for excellent coffee into a portable format.
The key to unlocking the next wave of coffee is in translating the artisanship of coffee into an on-demand, on-the-go format.
Draft Latte is uniquely positioned to lead this transformation.
Emancipate the latte from the confines of the cafe,
revolutionizing the perception of a cold latte.
Texture means everything
here's what I did.
- quant & qual research
- brand culture analysis
- consumer culture audit
- coffee market segmentation
- new brand vision, strategy + messaging
- product positioning
- launch strategy
- creative campaign tactics
- partnership recommendations
- business forecasting