Black & White
Creating a social media campaign framework to promote New Zealand’s leading café franchise group.
Black & White Coffee Cartel are a New Zealand café, casual dining franchise and micro-roaster. They offer great service and amazing coffee in vibrant and eclectic settings.
Challenge
Increase franchise ownership and customer loyalty by evolving the brand and social media activation.
Solution
The original identity and characterisation lacked craft values, authenticity and appetite appeal. We redefined brand strategy and Black & White culture. Then, we redesigned the ‘cartel boss’ and created a brand expression and ‘social content matrix’ to promote and market the business with a consistent style and tone-of-voice. Our matrix identified different content channels; from food to coffee, staff to customers, and brand experience. We then designed examples and templates.
Outcome
Our work redefined the Black & White brand experience with a comprehensive marketing toolkit with which they could engage customers and potential franchisees.
“
Gary’s top-down brand gave us a social platform to increase franchisee acquisition.”
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