Project Overview
For our Business and Professional Communications Class, our objective for our final team project was to improve our skills in terms of business relations and practices, and what we have learned so far about this field. Therefore, we decided to focus towards using this project to learn about rebranding, and how that affects the overall perception and success of a business. Through our research and analysis, we aimed to gain a deeper understanding of the strategic decisions involved in rebranding, including market positioning, brand identity development, customer engagement strategies, and financial considerations.
As a result, we found that Butterdose would be an excellent case study because of its attraction for college students and its status as a family-owned cafe. We thought it would be nice to find new and effective rebranding strategies that drive positive business outcomes.
Skills
Adobe Indesign
Adobe Illustrator
Adobe Photoshop
Creative Strategy
Cross-functional Collaboration
Initial State Analysis:
In terms of current state, the cafe currently enjoys a strong foothold within the local market, as they possess both a consistent foot traffic and a loyal customer base. The customer demographics reflect a diverse and dynamic mix of individuals, and this demonstrates the ability to cater to a wide range of preferences and needs. Despite market competition, the cafe has maintained a distinct identity and earned a reputation for excellence in both product quality and overall customer experience. Overall, the current analysis reveals a solid foundation.
Proposed Rebranding Strategy:
As consumer preferences and trends evolve, it's crucial for businesses to adapt and stay relevant. This rebranding initiative would allow us to refresh Butterdose's brand image, offerings, and customer experience to align with contemporary market demands. A strategic rebranding effort can significantly enhance customer engagement and loyalty. Through updated branding elements, improved product offerings, and innovative marketing strategies, we aim to create deeper connections with the customers, foster brand advocacy, and drive repeat business. Rebranding also supports our aspirations for expansion and growth. By revitalizing the brand, Butterdose can appeal to new market segments, explore new business opportunities, and expand reach.
Goals
- Brand Consistency: Ensure that all marketing efforts align with the brand's identity, values, and messaging across all channels.
- Increased Sales and Revenue: Drive more conversions and boost overall financial performance
- Increased Brand Awareness: Make the brand more recognizable and memorable among the target audience.
The Vision:
Some key elements of the rebranding strategy, which will be shown through this presentation are updating the logo, packaging, mascot, creating a brand color system, new merch that can be sold (such as stickers, tote bags, and hats, and promotional and decorative posters that can be used throughout the cafe.Along with rebranding, we suggest enhanced marketing strategies, through platforms such as Instagram and Tiktok:
It would be effective to utilize digital marketing, social media campaigns, and local outreach efforts. This would build brand awareness and drive foot traffic to the cafe.
The Deck:
Butterdose Cafe Branding Project, 2024
My contributions include designing all deliverables, including the deck, mockups, identity design, and posters.