- 23 Apr
Vashon Island Coffee Roasterie
Branding can be tricky. You want to have a core set of values in your advertising to establish consistency in branding. Yet, you need to “tweak” approaches and messaging to best target a given audience. An example of this is print advertising for The Vashon Island Coffee Roasterie. They run a weekly ad in the local Vashon Beachcomber newspaper, but they also run an ad in a tourist magazine, Destination Vashon. Two different audiences: one to tried and true locals, the other to tourists new to the Island.
The way we create consistency across all of The Roasterie’s advertising (including collateral pieces) is to maintain several components: same logo (never altering from color, design, shape), same fonts, and, when possible, a photo image of the iconic location itself.
Here is the ad we created for the 2014 Destination Vashon magazine. The ad is positioned directly on the inside of the front cover. Speaking to someone who has never visited the Island before (as we mentioned, this is a tourist magazine circulated on the ferries, Chamber of Commerce, etc.), we created the enticing headline: Where the Island Welcomes You. The copy supports this warm message by painting a vision of spending time on the historic, old front porch.
Although The Roasterie houses several different businesses, we sought to be selective and concise in staying to our audience and the question: Why would they want to visit The Roasterie?
We believe this is an excellent example of less saying more. We could have written loads of copy to try to communicate the many, many things going on at The Roasterie. Instead, we honed and edited to focus in on our target market and the words and images that would provide that emotional hook to get them into the store.
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