ARAKU
ARAKU is the world's first terroir-mapped coffee, grown on India's largest certified organic, fair-trade plantation in the lush Araku Valley of Andhra Pradesh. With flagship stores in Paris and Bangalore, ARAKU's 100% Arabica coffee thrives in the valley's protected ecosystem, offering the ideal growing conditions for this premium coffee.
PROJECT 01
To introduce Araku to multinational corporations by establishing dedicated retail spaces within their offices. These store-in-stores aim to create a permanent presence of Araku in large corporate environments, enhancing brand visibility. By leveraging the premium and organic nature of Araku, the goal is to attract and retain a loyal customer base among MNC professionals who appreciate and can afford premium coffee as part of their daily routine.
DESIGN CHALLENGE
- Generating excitement about ARAKU among employees with varying levels of interest and awareness about premium coffee.
- Seamlessly implementing concepts while adhering to ARAKU's established design language.
COLLATERAL
- Posters featuring quotes by famous actors about coffee to pique the interest of passerbys and potential coffee lovers.
- Emailers designed to be sent by the HR Department to the employees, inviting them to the store launch.
- Invitations for a free coffee tasting session, encouraging participation and engagement.
- A Menu showcasing the offerings of the new store.
- Product Cards providing insights into the coffee and dishes available.
- Signages placed on all floors to guide employees to the store.
- QR Code Stands located on tables in workspaces and common areas, directing employees to the website.
- Direct Mailer Boxes placed on employees' desks on the day of the launch to create excitement.
PROJECT 02
To reposition the brand as the world's most respected food brand, a cross-cuisine restaurant that offers memorable experiences through its delectable regenerative food and coffee in a refreshingly happy space.
TARGETING STRATEGY
While restaurants usually focus on attracting local neighborhood patrons, what if we extend our reach and invite people who live far away?
THE SUNDAY BRUNCH
Generating curiosity among target consumers within a 30km radius of the restaurant and inviting those from farther away to experience Araku. This initiative is aimed at 'The Unlucky Ones,' celebrating those willing to drive long distances and through Bangalore traffic for exceptional food.
SCOPE OF WORK
- The Sunday Brunch identity design
- Front Page Newspaper Ad, to capture immediate attention.
- Car Stickers to spread the word.
- Airport signages and graffiti on walls, i.e, high-traffic locations.
- Invitation Cards for 'The Unlucky Ones' who get to enjoy the long drive for great food.
Note: The existing brand aesthetic is maintained as it is distinctive due to the easily recognizable patterns. However, we refreshed the color palette to be more organic, fresh, and inviting. This update aligns with the brand's repositioning from coffee to healthy, regenerative food.
