ESCAPECoffee & Co.

CONTENTS

Jaimie GeorgeJackie Hines

Joel RichardsonMelissa Roberts

Corporate Goal..............................Vision Statement..........................Mission Statement ..........................Corporate Persona..........................Target Market..........................

Core Communications Messages..................Graphic Identity Elements..........................

Signature and Logo..........................Slogan- Slogan Mandates..........................

Package Design..........................Introductory Advertisements..........................

Outlet Design..........................

Interior & Exterior Signs ..........................Corporate Materials........................

Corporate Philanthropy Guidelines..........................Foundation..........................

DDB Needham WorldwideAdvertising Agency

SILVERA & SON

CORPORATE PERSONA

VISION STATEMENT To be the perfect home away from home for every consumer.

The Hero!

CORPORATE GOALTo use our vast knowledge of gourmet coffee from the ground to the cup, by continually establishing the highest global standards in the growth, roasting, brewing, and production of the finest quality Arabica beans.

To prevail as the best gourmet coffee business in the industry through guaranteed product quality, person-al family service, efficient delivery, and honest responsible practices at all levels of business.

To be suppliers of the world’s finest coffee beans and coffee products, owners of the finest coffee houses, and to be the best and the largest coffee company in the world.

To provide gourmet coffee in every metropolitan city by offering a nostalgic trip back home in every cup, while creating a modern mom and pop experience.

MISSION STATEMENT

TARGET MARKET

CORE VALUE STATEMENTWe will provide a family atmosphere through our coffee stores easy going layout.Gourmet coffee at an affordable price is our mission for our costumers. Encourage knowledgeable employees through workshops and company trainings. Bring nostalgia into everyday life to give our costumers an “Escape.” Implement culture through our brand and knowledgeable staff.

Our target market is for families that are on the go; their days are filled with activity. They need a quick “Escape” that doesn’t take too much time. We want t encourage the target to take a break and enjoy the life that they are living. This is where Silvera and Sons Coffee Company come in. Our con-sumers are middle-class families with an average income of $60,000, who need affordable products. They are conscious of what they spend their money towards and do not want to over spend when not necessary. We do not want our product to become a necessity but more of an “Escape” from the everyday.

Family: On-the-goers-Need an escape-Nostalgia-Affordable-Time efficient

CORE COMMUNICATIONS MESSAGESC

ONS

UMER

SEM

PLOYEES

Consumers are the number one asset to Escape Coffee Company. They will always feel wel-come at Escape Coffee and know that they are getting 100% attention from the employees. Consumers will have a friendly relationship with the employees, they will be called by first name and some will have a favorite employee. Our employees will know them as “regulars”. That is the beauty of Escape; it has the feeling of a Mom and Pop but the expertise of a high-end coffee shop that consumers are looking for in this day and age. Consumers will look at us as a forward thinking company with our foundation leading the way for community in-volvement. We will send out email blasts of all the new promotions and all the philanthropic endeavors the foundation is doing. We will also have tons of social media presence to en-courage consumers to take an “Escape” with our company.

Employees will have excellent customer service skills with the public, and outstanding communication skills. They will always represent Silvera and Sons in a positive light. The Employees will have knowledge of all job functions and will be able to execute all jobs properly if put on the spot. This will be maintained through company trainings that every employee will go through and will go through every 6 months to ensure continuity and performance. They will receive weekly emails knowing exactly what the company is do-ing from new store openings to what the foundation is doing. They will also be encour-aged to post on social media about the company to bring in their own friends and family. They will also be adaptable to learning new skills on the job. Employees will ensure per-formance is done in time-efficient manner. They will arrive to work on time and minimize unscheduled absences; all absences will be scheduled in a responsible and timely man-ner. Employees will respond quickly to customer complaints/concerns and in a positive way; the consumer is always right. They will maintain a calm environment and create ease for the consumers.

CORE COMMUNICATIONS MESSAGES- CONTINUEDIN

VEST

ORS Investors will view the company as innovative creative. Escape Coffee Company will be the

new take on Mom and Pop shop. We will turn that everyday shop into a modern twist with stylish furniture and great tasting coffee. We will send weekly newsletters to all investors showing what the company has done within itself, in the community, and give prospects of what is to come. They want to invest in our company because they know that there is noth-ing like it before. They will help Escape Coffee become a nationwide known brand and within several years become a globally successful company.

GRAPHIC IDENTITY ELEMENTS

PRODUCT/OUTLET NAME

ESCAPECoffee & Co.

TYPEFACE

LOGO COLOR

Handwriting- Dakota Trajan Pro 3

Pantone 7523 C

Pantone 7544 C

Pantone 63666 A

GRAPHIC REQUIREMENTS/LIMITATIONS

GRAPHIC REQUIREMENTS/LIMITATIONS

ESCAPECoffee & Co.

ESCAPECoffee & Co.

ESCAPECoffee & Co.

ESCAPECoffee & Co.

ESCAPECoffee & Co.

ESCAPECoffee & Co.

E S C A P EC o f f e e & C o .

ESCAPECoffee & Co.

ESCAPE

Cof

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& C

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SLOGAN

SLOGAN MANDATES

PACKAGE DESIGN

Emboss the logo on the burlap sack.

We felt that this would give our bags a very pro-fessional feel, as well as incorporate our logo in a

different way than the traditional logo.

Burlap sack, card stock cards, twine

We chose the burlap sack because it goes with the “homey” feel of our look. It is a little bit rustic, which

interplays with the nostalgic feel of our company. The bag sizes will range from 12-48oz. The twine goes well with the burlap and follows the Escape

Brown (bag), salmon red (pantone 7523c), black

We used the colors from our logo to incorporate on the bag. We did not want to change colors be-cause it would steer the consumers mind away

from our company, possibly making them think it was a different one.

Brown shelf with our logo displayed at the top. Very simple and very clean so that all focus is to-

wards our products.

18 pt. font largest and smallest

We chose this size because it looks the best on our bag, not to big but not to small. 12 pt would

be too small, and we did not want to go any bigger than 18.

COLORS

MATERIALS

SIZE

IMPRINTS

NAME DISPLAY LOGO

PACKAGE DESIGN CONTINUED

INTRODUCTORY ADVERTISEMENTS

OUTLET DESIGN

Wall Colors: Red Masonry Brick

This brick is used for the accent wall. It will be on any walls downstairs that you see when you first walk into the store. This is placed there to help give the coffee shop a more rustic feel, instead of being surrounded by all one color throughout the shop. Seeing this brick will help custom-ers of being on a rustic getaway from the outside world.

This front door being used helps people feel like they are walking into home. The red color is use to help carry out the color scheme through the whole shop. The windows on the door help create light, like the windows. It helps create the illusion that you are walking into your house out of the chaotic world.

Front Door:

Light Grey

This color sends a modern vibe throughout the coffee shop as well as that being at home feeling. Light grey has been associated with helping people remain calm as well as have relief from the chaotic world. This goes well with our theme of escaping from the world into a sanctuary of being at home very well.

Mahogany African Wood

This wood will be placed throughout both floors of the coffee shop. This wood is a lighter wood that really brings in the light making the shop brighter and more natural lit. This flooring also will also remind people of home, so when they enter the shop they feel like they are walking into their house. It also helps keep the shop feeling like the mom and pop while still being modern at the same time. Which helps create the perfect getaway.

Large open windows

These windows will be placed on the front as well as around the building. These windows let in a lot of natural light, helping the shop seem more open. The natural light also helps the shop be modern as well as feel at home or even in a country getaway, even though they are in a big city.

Flooring:

Windows:

OUTLET DESIGN

Women's bathroom140.82 ft²

3506.67 ft²

kitchen586.83 ft²

Men's bathroom144.44 ft²

DOWNSTAIRS

Study / Business Room15.88 ft²

3603.51 ft²

UPSTAIRS

FURNISHINGS INDOOR

OUTDOOR