Red Letter Coffee is an online subscription based coffee delivery service using Australia post as it's method for delivery. The core function of the business is to deliver, to the homes and places of work, fine roasted coffee in a range of styles and varieties (including some accessories), as determined by the subscriber via an online selection process undertaken on sign up. Key points of focus will be a high level of customer service and a frictionless approach to ordering and alteration. Reassuring the subscriber that they are free to come and go or make changes as they please.
The name (Red Letter Coffee) is derived from the expression "Red Letter Day" which was traditionally a feast or festival day marked on people's calendars in red! So I am keen to capture a slightly exciting feeling in the logo. When the package arrives people get a little thrill knowing their coffee has arrived.
26-35 year old Design Junky: Building/mid career, in relationship, has disposable income, not much time to spend it. Will try services when time poor. Familiar with online purchasing.
Tech savvy audience using FB and Twitter (mobile, tablet, laptop). Each industry promotes contact with distinct brands which can be traced. i.e. Film people “like” RED Cameras etc. Cares about Instagram, Pinterest and Snapchat due to the visual nature of the media. Respects word of mouth recommendations. Enjoys trendy goods, sometimes pay for premium options.
26-35 year old High Ender: Building/mid career, single, has disposable income, not much time to spend it. Pays for services when time poor. Familiar with online purchasing.
Tech savvy audience using FB, Twitter and LinkedIn (mobile, tablet, laptop). Each industry promotes contact with distinct brands which can be traced. i.e. Finance people “like” KPMG etc. Too old to care about Instagram, Pinterest, Snapchat, etc. Respects word of mouth recommendations. Enjoys exclusive goods, often pays for premium options.
And just to confuse things, I hope to expand the target market to include A) older (50-65yr) audiences and B) less tech savvy audiences. So please keep that in mind.