Coffika had the simple goal of serving hard-working people good coffee during their break from busy working days. However, the coffee shop market is highly-saturated and therefore needed to find a way to stand above the noise.

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Process & Research

Our first step was to identify a strategy that was authentic to the brand through a discovery workshop. In the process, we realised the key was in the consumers. Despite the growing number of boutique coffee shops, they are not catered to office workers - an important demographic that consumes coffee on a daily basis. Boutique cafes are often noticeably absent in core commercial buildings where convenience is prioritized over quality. Office workers often settle for stores in closer proximity to their workspace and therefore, sacrificing a good cup of coffee they deserve.

Our second finding was the importance of community to our clients. They believe that coffee is a social lubricant that can bring the neighbourhood together, a notion identical to the Swedish concept “Fika”. It is a common cultural practice to take a break and enjoy a cup of coffee with friends and colleagues. This break is incidental to the companionship and value in making time for each other.

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Design

With that, we identified the 3 brand pillars for Coffika: quality, convenience, and a place for the community. “Fika” is manifested through all aspects of the brand, from the brand name to the identity to the products sold (Swedish cake). This cultural practise became the heart of the brand, manifested in the brand name, identity and collateral designs.

Thus, Coffika is a new type of coffee shop, one tailor-made for professionals who need the perfect blend of comfort and quality.