Introduction
This project focuses on the business design for a café, located in Thane. The goal was to identify key business challenges, such as branding, social media presence, and customer engagement, and develop strategies for sustainable growth and community presence.
Key Business Challenges
I identified several core business challenges through research and discussions with the client:
Social Media Presence: Limited engagement and lack of a strong social media strategy.
Brand Identity: The brand’s messaging was inconsistent and did not fully reflect the café’s unique qualities.
Packaging Design: The packaging was generic and did not enhance the brand's identity.
Core Menu Items: The menu changed frequently, and there was no clear specialty that distinguished this cafe.
Community Presence: Minimal engagement with the local community.
After an impact-effort analysis, the business challenges to be addressed were Social Media, Brand Identity and Core menu.
Research and Insights
I conducted interviews with target customers (aged 13-25) to understand their preferences and needs when visiting a café. Key findings include:
The cafe's brand identity should be associated with relaxation and socializing because visitors feel very peaceful and relaxed at the cafe since they visit in the evening after finishing a day's work, to socialize with their friends/family over snacks.
Customers prefer to try new dishes only if they are affordable.
Cafe goers need to see marketing content in a format that contributes to their focused browsing experience because otherwise they feel disrupted and annoyed.
Cafe visitors need to see experiential aspects of a cafe in relation to humans in that setting, when on an online medium, for better relatability.
Problem Definition
How Might We Statements:
How might we create a cohesive and engaging social media presence that reflects the brand's identity?
How might we establish a strong brand identity focused on friendships and social experiences?
How might we improve the café's community presence through local events and partnerships?
Solutions
Chef's Experiments Campaign
Social Media layout & Calendar
Cafe Games
