MARCH 73 COFFEE

Brand / Voice / Packaging

March 73 came to us with a real idea and a real feeling behind it. A kitchen table, a pot of coffee, and the kind of morning that belongs to you before the day makes its demands. What they did not have was a way to turn that into a brand they could build a business on.

SITUATION

March 73 came to us with a real idea and a real feeling behind it. A kitchen table, a pot of coffee, and the kind of morning that belongs to you before the day makes its demands. What they did not have was a way to turn that into a brand they could build a business on.

DIAGNOSIS

The idea was there. It was not defined yet. We ran the Guided Brand Strategy to find the root of it, then built outward from that root: what the brand believes, who it is for, what it sounds like, and the things it will never do regardless of the opportunity.

DECISION

Build the brand around the table. A pot of coffee, the people you like, the crossword, the game, the conversation with nowhere to be. The coffee is the reason to sit down. The brand is everything that happens once you do.