As we were exploring the Oxbow Public Market in Napa, we discovered a new coffee place, Ritual Coffee Roasters. For a moment, we could visualize ourselves presenting an offer to lease from Ritual to a building owner, and hearing these words, “Why another coffee place?” Napa (population, 75,000) has 9 Starbucks locations, one Peet’s and several more places where you could get a good cup of coffee.
Why another coffee place? Because they fill a need for those who want to savor a cup of coffee as a morning ritual, not as a jolt to wake them up. To accentuate this brand differentiator, they use red as the color of their logo, which is the color of a fully ripened coffee bean. In the logo, you can see an outline of a cup with a star.
Here is their philosophy: “A few people scattered across the country discovered how amazing a cup of coffee can be when you source the beans directly from farmers you know. When you roast the beans yourself in an aggressively light way. When you brew the coffee with down-to-the-second precision”.
We watched the staff as they ground and brewed each cup to order, including our cappuccinos, which were as good as the ones we have had in Europe! This ritual made the morning an event. Ritual Coffee Roasters is a stand out for a lifestyle that considers a coffee break a quick caffeine pit stop.
How you do business, your rituals tell the story of your brand. Your brand name and your logo should be the summation of your business rituals.
ABOUT: Napa Consultants, International is the leader in brand strategy for the luxury real estate industry. They work exclusively with professionals who are passionate about gaining or sustaining market leadership. With an expertise in personal branding, company branding, luxury real estate website design and social media marketing they help their clients become the breakaway brand in their marketplace.
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