Coffee enthusiasts

16th September
Deciding our Tangent

At the beginning of the class we revised the different aspects that made up coffee culture and fairtrade.

We reviewed different possibilities for

• Audience
• Subject
• Theme
• Tangibles
• Symbols and
• Style

With the target audience of Coffee Enthuiasts in mind we selected the key factors that would appeal to our viewers. These were

• Fairtrade coffee
• Quality/taste
• Location
• Connection/networking
• Information
• experience

From here we thought to refine our audience to people who loved coffee and who would really get a kick out of participating in a fairtrade initiative, or who felt purchasing fairtrade coffee made the coffee experience even better

"Do Gooders" became our niche audience.

We want these people to feel rewarded for helping others. Our plan is to tote them as everyday "heros".

And starting some sort of coffee revolution where fair trade is cool and admired.

We had the idea of using a superhero identity on our coffee cups as a way of advertising the movement. These heros could be reflective of the individual e.g. create your own cup, or show a connection to the country of the beans origin.

Style wise we are experimenting with the concepts of

Coffee sleeve (like mask) vrs illustrated hero on cup
vrs infographic dominance vrs typographic dominance

We also want to look into personalising the coffee experience with a coffee personality quiz.
The quiz would ask what flavours best suits you and the end result would be the perfect personalised blend. This blend would determine what "hero" you were.

Taglines:

Give a shit
Be the revolution
Making good coffee great

Possible one-liners to draw inspiration from
http://shortlist.com/entertainment/films/30-superhero-one-liners