My business travels have taken me to one of my favorite places, Vancouver B.C., Canada. Ask anyone who knows me and they’ll tell you, it’s one of my favorite places to be. Before leaving Denver, a member of our team suggested I visit a place called Caffe Artigiano. They have several locations in Vancouver but as luck would have it, there was one just a block from my hotel. These folks totally get the value of brand. They offer a true coffeehouse experience, differentiating themselves from the rest of the pack. What brings their brand to life?
A great space that makes me think I may be in Europe or Argentina (complete with Vespa on display). The best Americano I’ve had in years. A warm friendly staff of baristas. And tasteful brand messaging throughout the store (signs, graphics, packaging), newspapers on sticks for anyone to enjoy, and the list goes on. In the cluttered world of coffee retailing, this company has found its distinction and is building its brand everyday. No wonder they are expanding as others close up shop. Cheers!
P.S.: As I finished writing this, a kind barista came to my table and asked if I’d like a refill. That never happens at Starbucks, Caribou, Peets, or any other chain. Distinction.
Posted in: Brand Development
Tags: brand distinction, brand messaging, Caffe Artigiano, Canada, Vancouver
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