Company Background
Hook Coffee is a Singaporean company that produces unique flavours of drip coffee, and coffee pods. They have one location at Lau Pau Sat selling barista coffee, but their usual products are sold in super markets. Due to the large coffee market, they have fierce competition with bigger brands and do not have enough brand awareness.
(Image of products taken from company website)
Target Audience
Primary - Youths, aged 16-23, who are coffee enthusiats, fun-loving and trendy
Secondary - Millenials aged 24-40, who are coffee enthusiasts, bold and adventurous
(Picture taken from pinterest)
Secondary - Millenials aged 24-40, who are coffee enthusiasts, bold and adventurous
(Picture taken from pinterest)
Your Daily Hook Up!
Your daily hook up suggests that this is something you should integrate into your every day life. This playful slogan matches the target audience and their brand.
The three variations of slogan designs showcase various graphics that is related to the slogan and will be used throughout the campaign. The different graphics each tell a different message about the slogan to the audience, highlighing 'the lifting of spirit', 'human relations', and 'immediate hook'.
First, people will know more about the brand through social media and out of home advertisments.
A series of characters will be introduced. These characters are based on some coffee flavours that the brand offers, and will be integrated into the campaign design. Due to the brand's quirky, fun and bold tone of voice, I created these characters in this style. It incorporates a retro art style that the brand currently has, and is popular among the target audience. In addition, I used a mix of bold vibrant colours to these advertisments and designs.
Live Pop up event
At the live pop up event at Bugis+, visitors can experience a variety of stations that helps them learn more about the brand and their products.
Firstly, there is the 'Make your own blend' station, which allows visitors to customise their own unique flavour of coffee
Secondly, there is a digital game station that allows visitors to digitally become a barista. After completing this station, they would be given a sticker pack of the 5 promoting characters.
Lastly, there is a station where you can buy and drink coffee at, with unique designed cups that users can learn more about the coffee flavour, and activate an augmented reality animation.
Lastly, the brand awareness will continue through the spread of word of mouth, and social media. This can happen through the telegram stickers being used by pop up event visitors, or social media posts by Hook Coffee!
Thank You!
