THE BRAND

Wacky Bean Coffee Bar is a fictitious brand that offers nontraditional flavored beverages to daring coffee connoisseurs

THE GOAL

Develop the Wacky Bean brand personality using eccentric and experiential rhetoric to illustrate the brand's worldly wit

 

 

THE CAMPAIGN

"Wacky is the new black"

 
 

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This store sign is displayed outside the Wacky Bean coffee bar. The sign is backlit during open hours.

This store sign is displayed outside the Wacky Bean coffee bar. The sign is backlit during open hours.

This webpage is featured on the Home tab of the Wacky Bean website. It introduces the story behind the Wacky Bean brand. Users scroll down to view featured Wacky Bean flavors and a call-to-action for the Wacky Bean Rewards program.

Copy: "Our beans have been places and seen some things – the tip top of the Rockies, the belly dancers of Bollywood and even the baby alpacas of Peru. As a result of their travels, they don't behave like typical coffee beans. They live for the chance to traverse uncharted paths, and we work hard every day to ensure their dream is fulfilled. We combine Earth's best roasts with unique flavors to challenge you to your next cup in a whole new way. Wacky is the new black, after all."

Copy (Spicy caramel latte): "Salted caramel with hints of ginger and vanilla. Pronounce it as wacky as you want. We don't judge."

Copy (Cocoa-nut latte): "Pure cocoa powder complemented by nutmeg and coconut flakes. It's less loco than it sounds."

Copy (Honey butter macchiato): "Two creamy flavors swirled to perfection with a dash of cinnamon. Honey, you're home."

Copy (Licorice creme latte): "Black licorice united with vanilla extract and whipped cream. Sometimes things are black and white."

Copy (Wacky Bean rewards): "Receive a bean stamp for every purchase. When you fill up your card, trade it in for a free drink – any flavor, any size. Sign up today to have our new matte black rewards card delivered right to your mailbox."

This matte black coffee cup – as opposed to a standard white cup – reflects the unconventional personality of the Wacky Bean brand. Each cup will sport the campaign logo on one side with the brand logo on the other.

This matte black coffee cup – as opposed to a standard white cup – reflects the unconventional personality of the Wacky Bean brand. Each cup will sport the campaign logo on one side with the brand logo on the other.