This concept is what Coffee republic represents and will be used throughout all of our campaigns.
We are also continuing the process of producing a master identity for Coffee Republic that will be used throughout the 2010 campaigns and beyond!!!
'The heart of YOUR city'
This idea came from our initial idea of LOVE. This idea would be used throughout our seasonal advertising campaigns. The statement implies that Coffee Republic is at the heart of your city... a place to socialize, work, have a romantic lunch or enjoy a leisurely drink as the world passes you by.
The inclusion of the word 'your' is used in relation to the idea of 'republic, hinting that Coffee Republic is the peoples coffee shop and at the heart of everyone's home town or city, wherever they might be.
It is also a direct evolution of Coffee Republics existing (but rather lackluster) identity. The existing logo is a 'scribbled' image of a heart (which is supposed to be resembling chalk) but this seems to be slightly confused as they seem to use two different variations of the image. One image has a transparent background whereas the other has a white background (see below)
This logo also has no real reason why it is being used apart from the rather terrible 'I (heart) CR' which is a shameful rip off of the over-used 'I (heart) NY'
With our big idea we can continue to use this iconic image in positive and inspired fashion that will potentially build the brand into a market leader and stand apart from the rest.
Thank you!!
