Expressing a state of mind
What We Did
The Work
The challenge:
A NY-based, coffee shop was making a shift to global chocolate lifestyle brand that offered a counterpoint to a 24/7 culture. As part of a total rebrand that included creating a new signature product menu and redesign of store environments and packaging, Voice would play an especially important role in inviting people into the new experience and mindset.
The approach:
With "Fika as the break that breaks the grind” as our mantra, we set about developing new vocabulary, tone and usage rules to create delightful interruptions that were bold and mischievous.
Why it worked:
Elements range from a unique naming convention (FIKA is a break with…), to snappy commandments entertaining brains teasers, and intriguing philosophical questions. Together, they worked as useful prompts that not only “show” people why/how/when “to FIKA” but give access to a state of mind in which you enjoy and share a quality break.
Owler Hook: This was a fun, yet tough assignment. The Voice had to “interrupt” without annoying, and inspire quality breaks without being prescriptive. At the core, the voice’s job was to create a mental destination where quality time is part of quality life and an antidote to an always-on world.
