SOOPIA is a modern coffee brand merging "SOOP" (Korean for "forest") with "UTOPIA." This project includes designing brand guidelines, a brand website, and mobile pages.

Group Project

Hahyun Seo, Scarlett Lee, Yoonseo Lee

Responsibilities

Brand Identity Development,

Market Research, Graphic Design,

Brand Guidelines Management

Timeline

14 weeks

Software

Adobe Illustrator, Adobe XD

This project is a school Group project of Seneca Polytechnic's Interactive Media Design Program. The aim of this project is to establish the brand's identity and create a brand book tailored to users' preferences by conducting thorough research to understand what users desire in a brand.

Project Overview

This project aims to develop and promote the brand SOOPIA, which offers modern and premium-quality coffee. Positioned as a premium cafe located in the heart of the city, SOOPIA targets working professionals who appreciate luxury, prioritize quality and value a healthy lifestyle. The brand encompasses a diverse product line, including coffee and branded merchandise. The goal of this project is to enhance brand awareness for SOOPIA and provide customers with a luxurious and healthy coffee experience.

Our Goal

The goal of this project is to establish SOOPIA as a prominent brand in the coffee industry by increasing brand awareness, attracting customers, and providing them with a luxurious and healthy coffee experience.

Market Research

Competitor Analysis

Starbucks is a globally recognized and beloved coffee brand. Its strengths, such as its comfortable store atmosphere, high-quality coffee, and convenient services, can be applied to future brands.

Starbucks aimed to create a “third place” for customers to escape, reflect, read, chat, or listen.

Starbucks has a strong presence on social media to promote new menu items and promotions.

The company’s vertical integration chain allowed them to maintain 10.1% market share by ethically sourcing 99% of their Arabica beans.

Customers can customize their own drinks with various options provided by Starbucks, which emphasizes customer convenience and comfort.

Foster model

Interview Questions

Q: Would you be interested in buying coffee accessories/brand products such as mugs, tumblers, scheduler (diaries) from a coffee brand?

A: Yes, I usually enjoy purchasing various products from my favourite coffee brand. Especially, I would love it if those products were made of eco-friendly materials!

Q: Are you more likely to buy coffee that is certified organic or Fair Trade?

A: When it comes to coffee, I have a natural preference for the organic or Fair Trade variety. As someone who values health and quality, I appreciate products that are sustainably sourced and free of harmful chemicals. I believe that making this choice can have a positive impact on the farmers and workers involved in the coffee industry.

Q: When checking a coffee brand’s social media or website, what do you prioritize looking for?

A: When checking a coffee brand’s website or social media, I prioritize information about the coffee, its sourcing and production methods, reviews from other customers, and any special offers or promotions. Information about customer service and shipping policies are important as well which ensures hassle-free online ordering.

Persona

Name: Rachel

Age: 38

Occupation: Senior Manager

Location: Toronto, ON.

- Rachel is a busy professional who values quality and a healthy lifestyle.

- Coffee is essential to her daily routine, and she enjoys trying new blends and flavours.

- She is highly selective and loyal to a brand once she finds one she likes.

- She seeks luxury and indulgence in products that fit her busy lifestyle.

- She believes investing in high-quality products that align with her values is worth the cost.

Empathy Map

Brand Identity

Logo

The reason for creating this logo was to evoke a cozy feeling associated with coffee by incorporating a coffee cup with a roof depicted on top, and to represent the concept of a forest in English and the Korean word 'SOOP' with a close-to-nature image, hence utilizing leaves.

Color System

Typography

Poppins SemiBold

Aa

Poppins Regular

Aa

Marketing strategies

Email Marketing

SOOPIA provides its loyal customers with the latest products, drinks, and coffee beans via its exclusive market email. Alongside these new offerings, frequent customers are also given priority access to discount codes, gift cards, and other goods that they can benefit from through email.

Any individual who has purchased a SOOPIA product or registered as a member online can subscribe to the email marketing service, allowing them to stay updated on the latest news and offers from the company.

Social Media Marketing

SOOPIA is planning to launch a fair-trade coffee bean challenge campaign, using the hashtag
(#We_Support_FairTrade_Soopia),
to raise awareness about fair trade and in supply chain. Customers can participate by taking photos of our brand's coffee or drinks and by
adding the hashtag to contribute
to the campaign.

Let’s support #FairTrade.

Let’s promote #SOOPI

Sustainability Marketing

SOOPIA’s official YouTube channel will showcase various types of content, including videos that highlight our partnered coffee farmers working happily, being paid fair wages, and engaging in other sustainable practices.

Through this channel, we aim to promote the social and environmental responsibility of our supply chain and appeal to consumers who prioritize sustainability and ethics in their purchasing decisions.

Ultimately, we believe that this will give our customers a positive impression of our products as being both safe and enjoyable to drink.