The Project

As a case study for my Media Campaigns course, I chose to rebrand the existing company Insomnia Coffee.

Company History

Insomnia Coffee is an Ireland-based coffee shop chain founded in 1997. Growing from one shop inside a bookstore to over 175 coffee shops across Ireland and the UK, Insomnia has become one of the largest coffee chains in Europe and leads the pack in Ireland. There are also over 600 Insomnia Coffee self-service machines in Ireland and the UK, adding to their availability and convenience.

Insomnia Coffee prides itself on its selection of high-quality coffees, well-trained baristas who handcraft each drink, and locally sourced foods.

To celebrate their 25th Year in Business, Insomnia Coffee launched a rebranding campaign. Their logo evolved from a single yellow sketched coffee mug with wings and simple font on a deep red background to two white mugs with the iconic yellow wings and a font with slightly more personality on a brighter red background.

SWOT Analysis

Strengths

  • Nearly 30 years in business

  • Over 175 shops and over 600 self-service machines

  • Leader in coffee chains in Ireland

  • Well-trained baristas handcraft each drink

  • Foods are sourced locally

  • Consistently high-quality product

  • Established website ships coffee and branded merchandise

 

Weaknesses

  • Brand recognition is limited to Ireland and some parts of UK

  • Regularly adding more options to menu to keep up with trends could lead to wasted resources and slower service as baristas have increasingly more recipes to recall

 

Opportunities

  • New trends and techniques in coffee service are endless

  • Establish a roastery to create coffee exclusive to Insomnia Coffee

  • Continued expansion across UK

  • Increase Social Media presence

 

 Threats

  • The market is flooded with coffee shops

  • Larger global chains such as Starbucks, Dunkin’ Donuts and Tim Horton’s have worldwide name recognition

 

Competitor Analysis

Primary Competitors:

Starbucks, Dunkin’ Donuts, Tim Hortons

Starbucks is a major coffee chain with locations all over the world.  Their green siren logo is highly recognizable. Starbucks is one of the most well-known coffee chains in the world.

Dunkin’ Donuts has been in business since 1950, offering a wide range of donuts and several varieties of coffee. They have a prominent presence on the world market with around 14,00 locations across 39 countries.

Tim Horton’s is a quick-service restaurant chain, founded in Canada, with locations in 14 countries. In addition to being known for great coffee, they also offer donuts and breakfast.

Onliness Statement

Insomnia Coffee sources high-quality coffee and local food products. Every Drink is handcrafted by well-trained baristas who are consistently following and trying new techniques and trends.

Rebrand Logo Sketches

Static Moodboard

New Rebrand Logo

Persona 1

Milly is a 20-year-old student at Dunboyne College. She lives with her parents in Meath and has a part-time job on campus. She enjoys reading and shopping. She aspires to be a social media influencer.

When she is not in class or working, Milly can be found browsing local bookstores and hanging out at cafes that offer free wi-fi, where she can study while people-watching. She also enjoys spending time with her friends, checking out local restaurants, and seeking out the latest food and drink trends.

On the way to classes, Milly usually grabs a quick bite from the food trucks near campus. Over the past three years, she has racked up an astounding amount of rewards through loyalty programs at her favorite shops and stops.

Persona 2

Conor is a 47-year-old accountant at a fast-growing tech company in Dublin.  He married is college sweetheart, Siobhan, and they have a 15-year-old daughter, Maeve. On the weekends, the family enjoys walking around Dublin, shopping and visiting trendy restaurants.

Conor and his family take holidays throughout UK throughout the year and to other European countries at least once a year. While on holiday, Conor finds small cafes to catch up on work emails and check-in on his workload.

Brand Book

Brand Book