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Information about Organarchie

Published on September 19, 2007

Author: thenausner



Assignment for Account Planning School of the Web:
Design Brief for Organarchie, a mock client. Mine got graded best. More here:

WE NEED TO GET RID OF THAT YELLOW. OrgAnarChie is a chain of organic cafés.The founders Nigel and Zac can‘t be all that wrong with their approach: they run 7 branches in London so far.

OrgAnarChie will focus on their strength: they will consolidate their offer and soon sell 100% organic products. By the end of 2006 they plan to rise to „Healthiest Place to Eat in London.“ Their product is great. Makes them stand out. Attracts customers. Brings them back too.

As a brand and in their visual appearance, OrgAnarChie need to expose more of themselves and what they do differently. Show more edge.

In a market of similarity, all we need is a little Organic Anarchy in the UK.

Whatever Starbucks would do, OrgAnarChie is the counter movement. The counter culture.

So, yes, we want you to walk into the next Starbucks, Wannabe-Starbucks, coffee-to-go shop... and rip out the interior, smash the logo-covered windows, burn the branded cups, napkins and tables, scratch fancy cup or drink names, the offers for „socially conscious“ buyers...

And when you are done, we stand in a place where...

...a big cup of coffee is a „big cup of coffee“ coffee with milk is „coffee with milk“ coffee with a lot of milk is „coffee with a lot of milk“ a waiter is a „waiter“ milk is first in the cup, then tea products are 100% organic and 100% fair trade there are no wi-fi hotspots and no cellphone reception.

And - here is a challenge - give it a distinctive look without plastering logos everywhere.

Show us what it would look like.

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