ROLES: ART DIRECTION, DESIGN, STRATEGY, COPYWRITING
THE HUMAN BEAN
THE CLIENT: The Human Bean, for JCOM 352 Writing Design Concepts
THE ASK: Find a brand that is need of attention and wants to break into the market. Develop a strategy and campaign for this brand. Give them a bigger name.
THE RESULTS: Campaign promoting a local bar popup in Portland, Oregon.
THE BACKGROUND: The Human Bean (THB), was founded in 1998 as a family-owned drive-thru coffee shop. They have since franchised across 23 states in the U.S. They’re focused on consistent quality and community building.
THE INSIGHT: They lack visibility and their audience is too narrow. THB is in need of creating an individualized identity that sets them apart from other drive-thru coffee chains.
THE STRATEGY: GET early to late 20’s employees near the Portland area TO go to The Human Bean BY promoting and executing a popup campaign at a local bar.
For the creative direction of this campaign, I wanted to go with warmer tones to distinguish from other popular chains (Dutch Bros, Starbucks, etc.). Grain, wheat paste posters, and a flash photography look gives THB an authentic feel and aims to a younger audience of consumers.
TRADITIONAL EXECUTIONS:
Promotional posters, wheat paste advertisements.
NON-TRADITIONAL EXECUTIONS:
Promotional coasters for popup with tagline “You know what you need to wind down. We know what you need to wake up.” Back features “free coffee” token and menu QR.
SOCIAL EXECUTIONS:
The bar popup. Promotional posters for discounted cocktails with the tagline, “brewed with our beans, fuels connection”. Various cocktail offerings, discounted house beer.
