Make the logo VISIBLE
March 14, 2007
And now, a pet peeve from the copywriterâs desk.
If you are a coffee shop, why would you create cups that are completely bereft of your identity?
Why would you present someone with the very lifeblood of your business without giving them something to remember you by? Why would you use a cup that looks like the one to the left - boring, bland and unremarkable. Oh, and completely logo-free.
I see this more and more. Two of my favorite coffee haunts in Sioux Falls â Cascada Caffé and the various Cappuccino Cabin locations â give me great coffee, wonderful service and a decent price.
But they also give me cups that are featureless. Nothing. Generic cups. And to the general public, for whom image is everything, a generic cup looks like it holds generic coffee. When people see a generic cup, they don’t care. The coffee could have come from the church basement, or the place you took your car for an oil change.
Think of Caribou Coffee or Scooters. Go all the way to the top and think of Starbucks. They give cups with their logo on it, cups that look like they hold a good cup of coffee, a brew that is filled to the brim with suave intelligence and chic style. Itâs more than coffee, at that point. Itâs a testament to the dedication of that coffee drinkerâs choice. It says, âLook at where I get coffee! Don’t you wish YOU got coffee at the same place!â
The coffee cup is the single most effective advertising that a coffee shop has. It is the embodiment of the product â a personification of the brand. Thereâs the logo, surrounding a pool of hot, wonderful coffee. The connection canât be made more effectively.
So when I see coffee shops with featureless cups, I just donât get it.
You sell good coffee. Let people know where it came from. Put your logo on the cup. Put a sticker of your logo on the cup, if price is an issue. Or surround it with a sleeve that features your identity.
Coffee drinkers are loyal. They want to let their friends know what theyâre drinking. Let those coffee drinkers express themselves.
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