School of Communication
Communication Studies: Graphic Design
Graphic Design, Marketing, Branding
Graphic Design | Marketing
Schlaudt, Joel, "Building a Brand for a New Generation" (2017). Senior Honors Theses. 653.
In a segment of the market as highly competitive as is the coffee industry, it can be difficult to forge a new brand strong enough to stand on its own and unique enough to stand above the competition. However, by choosing the millennial generation as a target audience and strategically constructing a creative strategy to reach them on an emotional level, a brand concept emerges with the ability to connect with consumers in a new way, transforming a daily necessity into an emotional experience unlike that offered by any other competitor. A Harry Potter-inspired brand built upon a delivery model allows millennials to escape the monotony of their employment and be transported into a world of nostalgia and individual expression.