by Alexander MacMillan Whiteway
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WORK LABS // WORK COFFEE

A HIGH-LEVEL

REVIEW OF

THE

PROJECT

The Ask :

Bring an adaptogenic coffee to market that supports the work force.

The SITUATION : 

Regular coffee isn't healthy and often leads to an energetic crash, but consumers aren't familiar with adaptogenic benefits, so how do we present this product?

The Opportunity : 

Coffee has changed, so has the work force. They require a smooth journey during their intensified work day, from start to finish. 

The Solution : 

Introduce and grow Work Coffee in the holistic co-working space that WeWork offers incrementally across the U.S. Educate and de-stress consumers with an ad campaign that resonates with the supportive and motivating every-work-day lifestyle brand.

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My team and I conducted the preliminary primary and secondary research for this project using a series of industry-standard methods, and some more experimental design-based processes to reach our conclusions.

The secondary research included understanding these market categories:

  • Coffee ( beans, flavors, sourcing, usage, packaging, generational waves )

  • Herbs, Additives, and Adaptogens

  • Modern workforce ( co-working spaces, corporate businesses, agencies )

  • Competitive Analysis

  • Brand Audit

The primary research included:

  • Visiting WeWork in Washington D.C. and Gather in Richmond, VA

  • Conducting blind taste-testing with an organized focus group session

  • Interviewing national food distributors

  • Interviewing local Richmond, VA coffee roasters

  • Observing the coffee bean purchasing experience in retail stores

  • Observing coffee consumption in coffee shops

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Work Coffee is a new Brand that hasn’t developed an identity. We found the foundations to work with in its core values and the name itself.

We also researched the three waves of the development of Coffee Culture and saw how it has become a complete experience over time. 

THE INDUSTRY: 

THIS IS WHAT COFFEE CULTURE LOOKS LIKE:

THIS IS WHAT WE REALIZED: 

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Adaptogens regulate the severity of stress response.

A trained herbalist explained that when combined with coffee, the Gogi berry and Fo-ti root adaptogens will smooth our the bursts of energy when consuming regularly. Benefits include clearer focus and longer sprints.

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Competitive Analysis: 

The competitive market for Adaptogenic Coffee and other healthier coffees is few and far between. We took notice of this available space as an opportunity to take a stake now in the market. There’s a strong potential to grow into one of the leading companies in healthy coffee solutions.

Analysis of Adaptogens & Consumer Awareness:

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  • Through our research and analysis, my team and I determined that the smartest positioning for the Work Brand was to cater to the lives of the entrepreneurial coworker of the millennial generation.

  • We recognized that coffee is a craft market, and consumers in our discovered target market expect it to be high quality and effective.

  • The millennials as a whole in contrast to its predecessors were one of the first generations to grasp the importance of a consistent focus on health and wellness, which lead us to believe that adaptogenic coffee is in fact in the scope of the next wave of culture for coffee enthusiasts.

◎ The TARGET:  

We developed psychographics and demographic before coming up with the personification of our target audience for Work Coffee — The McKays. They, like the other young entrepreneurs we spoke to at Gather and WeWork were familiar with Adaptogens, but not as the name Adaptogen — they didn’t really know the origins of these healthy herbal resources. Across the board we were hearing from our surveys that this term hadn't gotten much traction in the market yet, but instead we heard healthy, organic, fresh, local, and non-gmo were popular.

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▵ The three truths

Brand Truth: A job worth doing, is worth doing well.

Product Truth: Adaptogenic coffee helps reduce stress and keeps you focused throughout the workday.

Consumer Truth: Doing what you love can be stressful and comes with a lot of ups and downs.

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Our product design is light and full of breath, just as our coffee will simply be the healthier choice, the only one that provides a seamless flow through your work day.

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Product Name-giving:

"Accelerator" and "First Mover", resonate with the start-up mindset of our target consumer and evoke the sense that this coffee will help you accelerate and make the first move in your work day.

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Work Coffee is here to move the work force into a higher, healthier resonance.

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WeWork is the perfect place to Build Work CoffEE.

The two companies core values align. WeWork has over 250,000 members in offices across the globe, in over 345 locations in 65 cities, all of whom are solo entrepreneurs, small teams, start-ups, and even corporate companies that are buying entire WeWork offices to work from. Within reach of these members are between 1 and 4 Million clients, all of whom will potentially have a cup of coffee when meeting. The demographic is interested in health and wellness, and looking to work smarter so that they can create the optimum performance experience to drive more success in their business. On top of that, they love supporting startups, just as WeWork does - and is. Not to mention, the brand names of both companies are connected, making Work Coffee an automatic extension of a high quality brand in the eyes of the consumers, right from the beginning of its introduction into the kitchens at WeWork.

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Introducing the product into the market:

The four phases of introducing Work Coffee begins with heavy R&D Testing to assure that the quality of the mixture of Adaptogens in the Work Premium Coffee blend provides the optimum balance of energy from the caffeine, and the curve of sustainability from the Fo-ti root and Gogi berry. Initial testing grounds will be in NYC at 10 of the WeWork locations, and expand from there into 120 WeWork locations in five major cities including New York,NY , Austin,TX, Chicago, IL, SF Bay Area and Los Angeles. The third phase will expand the product across all U.S. WeWork locations, and finally into co-working spaces outside of WeWork once they have championed and inspired others on the path of successful start-ups methodologies.

 

 
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These pricing models explain that including the coffee, the Gogi berry, and the Fo-ti root, the Work Coffee blend's price point is comparable to other premium coffee blends.

 

 
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MY CONTRIBUTION

Primary & Secondary Research

Design Thinking, Ideation

Business & Channel Strategy

Brand Positioning

 

THE TALENTED TEAM

Ashley Deveraux - Creative Brand Manager

Lou Guy - Creative Brand Manager

Prahb Siani - Creative Brand Manager

 
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