She’d built her business over two decades, polishing every aspect of the narrative and visual ID to create an intricate and detailed system. It was successful, but with every new outlet opened, the brand was losing its soul.
So “Where do you begin?”
Our answer was simple.
Go back to the very first outlet. Hunt down the customers you used to serve (the ones who bought so much they convinced you open a second). Ask them why they came in day in, day out. Understand that – precisely.
And stand for that again.
Start-ups rarely realise they have the most powerful brands of all. At that stage of maturity they’re single minded. They don’t try and please everyone. They’re brave. They might be low on sophistication, but they’re high on human connection.
Imagine capturing that essence and amplifying it with the resources and reach you have now. It will help your business rediscover essence and its original magic too.
Our Federal café passion project centred on brand essence. Read more about it here.