“Art or addiction, coffee, in this caffeinated subculture, is elevated to idol status. And its devotees clamor to drink from the cup.”
A New Branding Boldness As the need for a new coffee culture has emerged, so has the need to be relevant in attracting a new audience. Off The Leaf was created in a highly competitive local market, in what would be called a challenging location. As hundreds of new coffee products are being marketed to the masses daily, it’s those that generate enough buzz that find their way into the fabric of an audience. The opportunity to design a bold experience, which interacts with multiple demographics, has lead the new brand to successfully balance a premium product with cultural acceptance. In this hyper setting, the future of coffee is being brewed. Local consumers view carefully grown, beautifully roasted, elegantly prepared coffee as both an indulgence and a good value.