4. The
Brand
We strive to bring people together at one central spot
whether that’s through a nice cup of coffee with friends,
a study session, trivia night or even a book club meeting.
We want to attract college students that are looking for a
new place to study, explore and relax. Our brand understands
that a certain environment can make or break a
customer's experience. We want our shop to be where a
person comes to finish a paper, read a book, catch up
with friends, have a relaxing afternoon, drink a cup of
coffee or even do a study group. To many, this seems
like a lot to take on. However, we want to attract our
community in anyway we can which is why
“Comfort. Concentration. Community.” is our motto.
Comfort. Concentration. Community
BrandMantra
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5. You open the door and are welcomed with the smell of warm baked goods and
coffee beans. Your eyes begin adjusting to the warm lighting and right away
you feel comfort. Right ahead of you, a peaceful and serene environment where
productivity takes place. You see authentic, vintage furniture everywhere you
look with students sitting, visiting, chatting, sipping and reading. Examining the
room even further, you see that you are surrounded by authentic white brick and
right in front of you is a huge chalkboard painted wall with the most amazing art
drawn on it. You explore the book nooks and look at the wide variety of genres
just waiting to be opened and read. As you approach the counter, you pick up
a menu to take your order. You examine the author's drawings on the front and
smile when you see the menu beind the counter with drink specials based off of
famous authors. You order the Hemingway. Plopping down on one of the suede
sofas, you open up a novel and take a sip of the hot latte you just received.
You grin because you know your afternoon will be the best one yet.
Our target audience is college students between the ages of
18-25. We chose this as our main group because our cof-
fee, library shop will be located in college towns. We believe
our shop will attract students that are looking for a new, qui-
et, productive environment to study and get work done. Our
endless shelves of books will also attract readers while our hot
beverages will attract tea and coffee drinkers. We want to be
a place where students can come to relax and hang out with
friends or be productive and get work done.
BrandExperience TargetAudience
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6. Logo
atticus
We chose this design for our logo because it
really represents the interior look of our shop.
We have the design available in only black or
white because the walls in our interior are as
such. Our main goal was to have the furniture,
the chalk art and the mugs be the only thing
with color, keeping everything else neutral.
Incorporating a coffee mug and a literary
reference in our logo design was also very
important as this is what our brand is all
about. We went with the fun, handdrawn look
of the mug to go along with our hand drawn
author faces that we have on our napkins,
tshirts, and menus.
atticus
Name
We chose the name Atticus because of how well known of a
character name it is to the public. Anyone would know
after seeing this brand name that books and reading
was somehow involved.
Atticus
Sip & Study
We believe these words fully embody our brand and what we
are all about. Our coffee, library shop has two purposes: to be
a calm, relaxing place for one to read and catch up with friends
while another is to be a productive environment for one to get
work done. Sip & Study seemed to be the best two words to
fulfil these purposes and get it across to our audiences.
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7. Fonts
bromello
COCHIN
Shree Devanagari 714
Colors
We chose these colors because of how bright they look
against our black and white background of our shop.
They really stand out and make a statement. These colors
are also very popular to find in a lot of vintage furniture
which was the style we were going for.
Passionate
Plum
Talkative
Turquoise
Monday
Mustard
Bean
Black
We chose the main font “bromello” for our logo
because of its whimsical, cursive feel. A lot of the
materials for our shop are hand drawn or appear
so, therefore, we thought that it was important that
our logo also appeared to be handwritten.
The “COCHIN” font is very legible and could
easily be used as a font within a novel. This font
can be seen on any materials on which we have
author quotes (tshirts, social, bus ads, etc.)
Shree Devanagari 714, both in Regular and Bold
can be seen anywhere we have mass amounts
of texts, such as on our menu. It can also be
seen in our ads for our qualifier (“Sip & Study”).
It is a legible and friendly font that brings a
modern tough to our brand.
All the fonts we have chosen for our company
accurately represent our brand identity and tie-in
with our messaging as a whole.
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8. Interior
Design
OverallFeel
Our overall feel that our shop is going for is rustic, authentic and vintage. We
like the look and feel of our white brick surrounding our shop in addition to our
single chalkboard painted wall covered with amazing chalk art. We are going
for an open feel, an environment with lots of warm lighting and comfort. Our
pops of color in our shop will come from the seating, mugs and chalk art.
Other than that, we want the walls, floors, etc. to stay neutral tones.
14 15
10. Exterior Textures
Wood Suede Chalk Brick Glass
We wanted seating that was very soft and comfortable to sit
on which is why we went with suede sofas and leather seats.
Dark wood textures will be found on the floors while the brick
and chalk textures will be found on the walls. The glass can
be seen on many of our tables and counters.
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11. FurnitureandDecor
We want to incorporate
suede and leather textures
using vintage and eclectic
furniture. Certain walls will be
painted with with chalkboard
paint, perfect for our menu
and chalk art. Our book
shelves will be floor to ceil-
ing, creating peaceful nooks
for reading or studying.
Pictured: Leather armchair
& ottoman (left), fuzzy
pillows (above), suede
couch (right).
Pictured: Chalkboard wall
with menu (above), read-
ing nook with floor to
ceiling bookcases (right).
FurnitureandDecor
20 21
12. FurnitureandDecor FurnitureandDecor
Chalkboard
Painted
Bathroom Door
Black Wood Panels
with Chalkboard Painted
Walls and White
Bathroom Appliances
The doors to our two bathrooms will be painted with chalkboard paint, allowing our
artist to also design bathroom door art for us along with the big wall of art. Each
bathroom will be a single person bathroom with black wood paneling for half of the
wall and black chalkboard paint for the rest of the wall. All the bathroom appliances
will be white, making it pop against all the black in the background.
Mugs
The unique thing about our coffee shop in comparison to many others is that our
shop doesn't have uniform coffee mugs. To go along with our authentic, vintage
feel, we don’t have a single mug that looks the same. We like the idea of our
customers coming in and getting a new mug each time. It really adds to the homey
feel that we want our target audience to have.
Bathroom
22 23
13. FloorplanandTrafficFlow FloorplanandTrafficFlow
Downstairs
Upstairs
The floor plan includes different
sections for customers to either
read, work, or relax in privacy.
Different sections are
appropriate for individuals or
small groups for collaboration.
When a customer walks in, they
can easily order from the coffee
bar near the door. After getting
their order, customers can walk
around the coffee shop to find a
nook that suits them best.
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14. Adsand
Promotions
Menu
Our specials menu
The specials menu will be featured on
our chalk-painted wall behind the bar.
While having the option of ordering
from our traditional menu, customers
can become more involved in the
literary world by having a drink based
off of a famous author.
These drink specials let customers
experience interesting combinations
that they cannot get anywhere else,
adding to the unique quality of our
coffee shop.
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15. Menu We really wanted to incorporate
famous authors into our menu to
tie in the literary, book aspect of
our brand. We included their hand
drawn portraits which add a
little something extra to the menu.
Besides drinks, we also serve
some food to our customers. This
is very beneficial for the student
studying all day, just needing a
little power food to get through.
When it comes to the chalkboard
menu placed behind the counter,
we made this our specials menu
and went even further as to make
our drink specials be named after
famous authors. By including this
in our menu, we are allowing our
customers to have even more fun
with our brand.
Our regular menu
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16. PromotionalMaterials
This will be available for our
customers for free. They will be
placed on display on the
countertop by the cash register.
We believe this is a good way
to advertise our new cafe
because decals are very
popular at the moment.
Our target audience, college
students, place these on their
laptops, cars, water bottles, etc.
By just having our logo on
student’s belongings, we will be
able to reach even more of our
target audience.
PromotionalMaterialsDecal
To-Go
Cup
Sleeves
Coffee sleeves are one of the easiest
ways for us to promote our brand.
Our customers will be the ones
displaying it. If they pick up a to-go
coffee and carry it around with them
to work, school, etc, most likely other
people will look at the sleeve and be
intrigued by this new coffee shop they
have never heard of. Some people
might even ask the customer with the
drink if they like Atticus.
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17. PromotionalMaterials Napkins
Our napkins expand even
more on the authors that
we have mentioned before.
We want our shop to be
just as much about hot
beverages as it is about
books and authors so by
including the authors in
little ways like this, really adds
to the brand experience.
The front of each napkin will
feature a self portrait that is
hand drawn and the author's
name in cursive.
ShirtsPromotionalMaterials
To help promote our brand even further, we will sell Atticus t-shirts to our
customers. They will sell for about $20. Our target audience is big t-shirt
people so we believe that because of this we will have a good amount of
sales. Each shirt will be white with a frocket in the front featuring the Atticus
logo. On the back, the shirts will vary by author and author quote. We want
to include famous author quotes on the back but replace a few of the words
with things related to coffee.
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18. PromotionalEvents
Atticus Trivia Night will happen every
Thursday night. All the trivia questions
will be related to literature but also
coffee. The different categories will
include books, authors, grammar,
writing and coffee facts. Each team can
only have up to 4-5 participants.
Trivia will start around 7pm and will last
to about 10pm. If you win trivia night,
each person in your team will receive
a free Atticus t-shirt. If you get second
place, each member will receive a free
decal. This is a great and fun way for
you and your friends to spend your
evening. All participants will also receive
10% off any beverage or food item that
they order during the game.
Trivia Night Book ClubPromotionalEvents
Atticus Book Club will meet the first
Monday of every month. Anyone
is welcome to join the book club.
Each meeting will involve the
discussion of the previous book
that was read the month before and
the distribution of the new book for
the next month. Book Club starts at
7pm and usually lasts till 9pm. It is
a great way to meet so many new
people and to also get introduced
to so many different novels and
authors. Atticus: Sip & Study will
also provide free coffee to the
participants of the club during the
club meeting times.
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19. What is Hooked? Hooked is an app
allowing local restaurants to place deals
and discounts for their food on. The
deals however only last for a limited time
(anywhere from an hour to a couple of
hours) which makes it an incentive for
people to go and quickly get the deal.
This app is a great way to promote a
new brand because you are able to
bring people in easily. Everyone loves a
good discount, therefore, people won’t
be able to resist coming to try the
beverages. You just need to be able to
get a customer to come once and then
they will be hooked on Atticus. Hooked
is also very popular among our target
college aged audience therefore it is
smart to join.
PromotionalEvents
Hooked App
SocialMedia
Instagram
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21. Outdoor Bus Ads
We wanted to incorporate our famous authors used throughout our shop
into our advertisements to really tie it all together. Our ads are mostly for
social media as our target audience is college students who are all over
facebook, instagram, etc. Our instagram posts will feature a photo of a hand
drawn author along with one of their quotes incorporating coffee words with
a coffee mug stain on it as well. The caption will involve some humor and
attract customers to come in. Besides those, we will also post a lot of
coffee pictures on our page. Our facebook cover photo will be the same as
the author instagram posts but will just be on our company facebook page.
Along with social media, we also want to take advantage of transportation
advertisements in college towns. So many students take buses to and from
class so it is a great way to advertise and grab their attention.
OurReasoning
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