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.