Indianapolis-based storyteller. What do you have to say?
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Indie Coffee Roasters

Tagline and Brand Messaging 

 When my coworker and friend Jenny Tod asked me to coffee one day, I knew something was up… because I don’t drink coffee.   The news she had to share was that she and her husband were opening a roastery in Carmel, Indiana and needed some help with the brand. She knew my agency background and we worked together, so the pairing worked together like two coffee beans in a coffee (that’s how coffee works, right?).

When my coworker and friend Jenny Tod asked me to coffee one day, I knew something was up… because I don’t drink coffee.

The news she had to share was that she and her husband were opening a roastery in Carmel, Indiana and needed some help with the brand. She knew my agency background and we worked together, so the pairing worked together like two coffee beans in a coffee (that’s how coffee works, right?).

 Jenny had already done extensive work on the brand, and knowing her personally helped to really get a sense for what kind of culture she wanted to have in her new business.   Through a few sit-down sessions, we hammered out some guidelines for where she wanted her mission, vision, and values to land. She also mentioned that the entire brand would be built on her dachshund Indie, so I was ready to go wild with the dog puns.

Jenny had already done extensive work on the brand, and knowing her personally helped to really get a sense for what kind of culture she wanted to have in her new business.

Through a few sit-down sessions, we hammered out some guidelines for where she wanted her mission, vision, and values to land. She also mentioned that the entire brand would be built on her dachshund Indie, so I was ready to go wild with the dog puns.

 I really like where we ended up on this project. Including the brand’s mission, vision and values statements, we ended up on “Coffee, Unleashed” for the tagline, as if the dog connection wasn’t already strong enough.   The brand’s voice is a playful, educational, and caring… just like your favorite dog should be. And interactions with the brand in-person, on social media, and through the website are meant to feel welcoming, like someone is inviting you to catch up over a hot cup of coffee.

I really like where we ended up on this project. Including the brand’s mission, vision and values statements, we ended up on “Coffee, Unleashed” for the tagline, as if the dog connection wasn’t already strong enough.

The brand’s voice is a playful, educational, and caring… just like your favorite dog should be. And interactions with the brand in-person, on social media, and through the website are meant to feel welcoming, like someone is inviting you to catch up over a hot cup of coffee.

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