Embrace the Brew
The Afternoon Brew
The Afternoon Brew is a passion project created by ChatGPT. The brief states that the brand “celebrates the joy of discovery and the thrill of flavor exploration in every sip. From bold brews to inventive concoctions, we're on a mission to redefine the coffee and drink experience for the adventurous and fun-loving.” The Afternoon Brew targets Gen Z coffee enthusiasts and creative professionals who are seeking IG worthy spots as well as those who just need a break, but are still looking for a fun and vibrant experience to spark their creativity.
The Scope
For this project, we needed to create a full brand identity system based off of the strategy. ChatGPT created a brief for us including the brand's essence, values, personality, and target audience. We just needed to back it up with research and fine tune the brief to create that strategic foundation for the identity and website.
Research
Working remotely can feel super mundane, with the same routine and environment every day. However, studies have shown that being able to switch up a routine and space can help flourish creativity and productivity. By changing up their workspace, individuals can stimulate their minds and approach tasks with a new round of energy and inspiration. Recent research has highlighted a shift among millennial and Gen Z employees from traditional co-working spaces to coffee shops as preferred alternative work environments. This trend reflects a desire for flexibility and a dynamic atmosphere conducive to productivity and creativity. Coffee shops offer a vibrant setting where individuals can immerse themselves in the buzz of conversation and interact with peers and friends. Also, studies have found that taking regular coffee breaks can significantly boost productivity levels. When you take time to enjoy a cup of coffee or a fun beverage as the TikTok kids like to say, this allows one to recharge and refocus on their tasks. With this in mind, the overall goal for The Afternoon Brew is to showcase the classics alongside new and fun drink concoctions in order to give these creatives a reset, while also stimulating their minds to reset their creativity.
Some Final Thoughts
I need this brand to be reeaaaallll oh my goodness! If The Afternoon Brew was made into an actual coffee shop, best believe I’d be there every day! Take all of my money! No but seriously, I am definitely part of this target audience and it all just makes so sense to me. When it comes to the bold type and throw in the cutie little mug character, it all just flows so well together. I hope you enjoy this brand as much as I had fun making it! <3
