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Does your coffee shop need only good coffee?

First Danielle came into contact with coffee when
she was 14 in her father’s coffee shop after school she
decided to study graphic design, then she showed great
results in Tonx so had a chance to join Blue Bottle Cof-
fee team. Danielle’s advice on brand design is simple:
to focus more on your values than on brand logo. For
example, if your brand is a mountain, then your logo is
going to be a peak of an iceberg reflecting in the water
surface. To support it you need brand’s goods, services
and most importantly, value system and beliefs. If you
create your own brand, you need to be able to describe
brand’s value in three words, for example: what kind
of coffee it is, what your team is like, if you do any
extra services and what kind of customer you want to
attract. So when shaping brand, you can imagine that
it is a person with a unique set of characteristics, that
is why you do not want your brand to please everyone,
but to have precise positioning. Also while creating a Danielle Harris
logo, it is not necessary to add any coffee elements in
it, because your product itself already has coffee inside.
Nowadays the trend is simplicity and original design
that reflects brands’ unique values. So when you look
for the right designer, stay in close contact with him/
her to be sure that he/she can clearly understand your
brand’s values instead of simply chasing visual effects.
Creating right coffee experience: hospitality
and design.

Bennet Cross is Equator Coffees and Teas’ retail
operations project manager; earlier he was also a
member of Blue Bottle Coffee team. He claimed that,
in fact, coffee is a part of food and beverages industry,
which is always oriented on people’s needs. For cafés
the most important part is how you experience the
whole product, guests may forget taste of their coffee,
but they will never forget your level of service. First
step in taking care of your guests is caring about your
employees, because they are the people who are in
close contact with all the customers and who can make
them feel wanted. In addition, Bennet suggested several
ways how to improve customer service: number one is
to have a “journey mapping”, which means to write down
and think about your own feelings when you are a cus-
tomer of any other restaurant, coffee shop, café and so
on, this will let you clearly analyze what you need to
bring or improve in your coffee house. One more way
to highlight your café is to look around places that you
go to yourself and notice every detail and what kind of
feelings they bring you, and at the same time you also
need to create kind of a map for baristas, letting them
understand how and why guests’ behavior changes
Bennett Cross after entering a coffee shop, thus step by step you will
find your own design for a coffee place.

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