Task
Develop a bold identity that would fit into the strict corporate rules of the clinic network.
Goal
To build a brand that is able to speak daringly in its unique language for the chosen ones. It should remain in the shadows and refrain from attracting too much attention to itself.
Description
A brand of a specialty coffee shop network, located in the venues of the MEDSI medical clinic network. Its target audience is people whose level of income is above average. They might not be too savvy about coffee but they appreciate the taste of this drink and the fact that it enables them to relax. HQ! gives them a chance to savor hand-picked beans without excessive snobbery.
The HQ acronym stands for “headquarters”. It’s a hot spot for coffee geniuses who personally roast coffee. They recommend rare lots of beans to their clients as well as offer healthy food to accompany the drinks.
The venues of the network are located in the largest MEDSI clinics. These coffee shops enable medical professionals to relax in the midst of a work shift. They cheer up members of medical councils and raise the spirits of people who visit their dearest and nearest in the clinics.
It’s essential for a coffee shop in a medical center to have a tranquil design. Its baristas should be confident and courteous. However, the network founders treat themselves with a great deal of self-irony and concealed rebellion. On the one hand, they stick to an unprecarious and austere corporate spirit. On the other hand, they spice up their communication with clients with spontaneous secret messages and witticisms. That’s their way of reminding customers about the fact that life always goes on and is rife with adventures.
Our logo and visual style accentuate our philosophy. The logo resembles a sign of a secret organization. Our identity is similar to the "friend or foe" secret code. You can just drink coffee and walk by. Alternatively, you may immerse yourself in the HQ! universe, explore the signature features of the brand and become its adherent.
We’ve designed a line of merchandise for the brand’s fans. It includes drip bags, coffee packs, posters, stickers, T-shirts, sweatshirts and even Scotch tape. Such an approach emphasizes the self-mocking philosophy of the team. The secret organization informs people that it’s secret.
We managed to meet two objectives. First, our brand was seamlessly integrated within the neutral ambiance of clinics. Second, it asserted itself and attracted the attention of an external audience.
We composed the list of the brand’s advantages, based on ironic contradictions. This list includes such notions as exclusivity without snobbery, accessibility of the coffee backstage and brutal enthusiasm. This precisely renders the charisma of coffee masters who reveal to customers the multifaceted taste of coffee and life in general.
