Joedega

John and Zack had a truck and they had great locally roasted coffee made by talented baristas, they just had no idea what to call it… or how to market it.

The Challenge

Name, brand, and build on online presence for a startup chain of coffee trucks – and make it feel local, regardless of whether it was parked in Boston or Austin.

The Solution

We began with the name. A portmanteau of ‘Joe’ and ‘Bodega,’ Joedega is a combination of great coffee and your local corner store. The tagline, ‘Coffee on your corner,’ was a natural choice. Now that we had a name – we needed to build a character. In this case, we had a moving billboard – our truck – to help. Coffee is all about conversation, so we created word bubbles with local phrases (‘This coffee is wicked good’ for Boston/Providence) and placed them all over our trucks. And then we carried the local flavor over into additional communications on the website, Twitter, and Foursquare.

@rimonthly @addventures surprise! We’re outside for a quick stop. Come grab something good. Back to royal little at 10

— Joedega (@joedegacoffee) March 1, 2013

What I Did

I named it, tagged it, trucked it, and webbed it. If you can read it, I did it.

Credits

Identity and Content Strategy: Sean Biehle
Project Management: Briana Masterson
Logo and Web Design: Nick Rock
Developer: Jake Camara
Creative Director: Josh Silverman