CASE STUDY TWO: HOSPITALITY
Redefining Connection and Career Paths
in the Coffee Industry
CHALLENGE
In the competitive and fragmented coffee industry, a regional chain found itself at a crossroads. Seeking a unique identity that could distinguish it in a crowded market, the goal was to carve out a new niche that transcended the conventional 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. People today crave experiences that allow them to feel part of a community that understands and reflects their values and aspirations, whether it’s the place they work or where they grab their coffee.
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.
Rebranding for Market and Workplace Differentiation
We developed a brand proposition centered around joy, upliftment, and kindness, positioning the organization as a haven from pretentious high-end coffee culture and the impersonality of mainstream franchises.
Innovative Employment Structure
We leveraged the principle of wonder to challenge the status quo of the coffee shop employment experience, driving groundbreaking insight, which led to programs allowing employees to gain business education and hands-on management experience.
OUTCOME
Expansion and Cultural Transformation
The rebranding and strategic initiatives propelled the company into an expansion phase, particularly across college campuses, 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.
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.