HIGHER GROUNDS COFFEE
Campaign Concept
Creative Strategy
Brand Strategy
A campaign exploring how A local coffee brand can grow through mental availability, distinctiveness, and simple brand codes.
Coffee drinkers in Traverse City, MI, want something local and high quality, but they’re overwhelmed by similar craft brands that blend.
Audience NEEDS
Category position
Local coffee is a saturated category where every brand claims “craft,” “local,” and “quality.” Most small shops lack distinctive brand assets and struggle with reach, brand memory, and consistent visual identity.
Approach
Build a distinctive, scalable brand idea rooted in the brand’s local origin story. Use simple, bold colors, typography, and shapes that increase mental availability and stand out.
