CASE STUDY TWO: HOSPITALITY
Redefining Connection and Career Paths
in the Coffee Industry
CHALLENGE
In the competitive and fragmented coffee industry, a regional chain sought a brand identity that transcended the divide between everyday coffee shops and the elite third-wave coffee culture.
Our goal was to create a space where every customer and employee could find joy, belonging, and creative expression.
POINT OF VIEW
We believe a brand transcends its logo or tagline; it's the embodiment of your team at every interaction, how every touchpoint is designed, and whether your experience sparks joy or just executes a job to be done.
THE AWEN STRATEGIC SENSING APPROACH
Customer and Employee Insight
We conducted thorough interviews with baristas and customers, alongside competitive analysis, to identify gaps in the market and within the company culture, and quantitatively validated needs and gaps.
Rebranding for Market and Workplace Differentiation
Upon quant validation of employee painpoints and consumer desire, we developed a brand proposition centered around joy, belonging, and creative expression. The company became a haven from pretentious high-end coffee culture and the impersonality of mainstream franchises.
Innovative Employment Structure
We discovered an unexpected painpoint in the employee journey was being promoted.
Together, the team crafted new programs that helped employees grow personally and financially which increased satisfaction and retention.
OUTCOME
Expansion and Cultural Transformation
The rebranding and strategic initiatives propelled the company into an expansion phase, tripling its presence in college towns, where it appealed to young people seeking both educational opportunities and meaningful employment.
Award-Winning Employer Brand
The company's unique value proposition—blending joy in customer experience with rich employee development opportunities—garnered national and international acclaim, and earned it Certified B Corp Status.
A Living Brand Narrative
The new brand narrative and positioning were intricately woven into the business model. This ensured that the brand's values were not only communicated to the outside world but were deeply embedded in the company's operational ethos, leading to breakthrough growth and market differentiation.