Stumptown Coffee •
Stumptown Coffee •
Credits
Art & Copy: Hanako M. Suzuki
The Ask:
Stumptown revamped their branding in 2017, adding the phrase “Good Luck” to their logo. The question is: why?
The Insight:
We have arrived at the Era of Authenticity. People no longer shun taboo topics or a bit of negativity; rather, they value honesty and transparency.
The Idea:
This is a ripe opportunity to infuse fresh POV into the brand’s voice that isn’t singing positivity for once—thus making it stand out in the overcrowded coffee market.
Establishing the tone of voice
Finally, a coffee that isn’t all sunshine and rainbows. Not everyone’s a morning person, not every morning is a good morning, and that’s okay. That’s where the coffee comes in. Stumptown gets it, and thus they wish you “Good Morning, Good Luck.”
The 2D will establish this authentic tone of voice, and it will live on transit OOH channels where people will see it during their morning commute to work. It will also live as digital banners to get people’s attention and make them feel seen during their daily mindless scrolling.
Feeling lucky?
Then try your luck at this branded coffee machine before you go get your overpriced latte. Your cup of joe today might be free!This coffee machine can be placed in public places as well as corporate offices, airports, and basically anywhere.Wear your luck on your (coffee) sleeve
Stumptown Coffee Roasters have brick & mortar shops in cities all over the US including Portland, NYC, Chicago, and New Orleans. To bring in the idea of “Good Morning, Good Luck” to the in-store experience, the coffee sleeves will print various fortune cookie-esque words of wisdom, but with a tongue-in-cheek tone that aligns with the new brand voice.