Jamaica Blue

Services

Branding, Creative Strategy, Graphic Design

Industry

Hospitality

Jamaica Blue is a franchise cafe and coffee shop brand that operates throughout Australia and New Zealand, as well as other select countries globally. Their mission is to deliver exceptional coffee along with high-quality food for any occasion, and to provide an atmosphere of relaxation and peace for their customers.

The Problem

While Jamaica Blue has been an established brand for decades, they felt like their perception from customers didn’t match their credentials as a specialty coffee supplier. They wanted to update their messaging to match this and in turn appeal to a new, younger demographic of coffee lovers. Completing this update without alienating their existing clientele was also essential.

The SOlution

We began by working on the creative messaging, and how we could best promote Jamaica Blue as a home of specialty coffee. This involved building two creative concepts and taglines, each backed up by research into imagery and designs that would align with the messaging. We wanted to hit on Jamaica Blue’s in-store attributes — specialty coffee, fresh and delicious food, and highly-trained staff — while also highlighting the brand’s passionate personality and escapist atmosphere.

The Results

The new direction drew strong inspiration from the Jamaica Blue Mountains, where the brand sources its coffee beans, resulting in the key tagline: “Coffee from a higher place.” We evoked a sense of supreme quality while combining it with imagery of the mountains that provides a feeling of escape and recharging.

This was paired with imagery that centred heavily on cups of coffee, creating a premium feel and giving customers the sense that they could taste Jamaica Blue’s excellence as soon as they walk in. All of this imagery and messaging is progressively being rolled out in different storefronts in Australia.