Company
Octane Coffee Bar and Lounge
Description
Located in West Midtown — Atlanta, at the corner of Howell Mill Road and Marietta Street NW.
Octane westside a true example of a community work in progress since 2003. Octane strives to be a hub of activity for the westside and beyond while also being an outlet for our coffee, beer, and culinary passions.
People from all walks of life come to Octane to relax, socialize and most importantly get work done.
Design Problem
Octane is most definitely not your traditional coffee shop. In fact, from the outside, it looks like they may be a small motor oil manufacturing plant! Once inside, you can immediately see that it is a modern and edgy coffee bar, where students and professionals, alike, come to “chill”. It is indeed, a great place to go, if you just want to get out of the house on a Saturday afternoon. Octane logo and signage needs to be more inviting, so people will actually want to come and see what’s inside. My aim is to change their look from that of a motorbike, to more of a inviting one, that showcases what Octane is really about --- great drinks, fun people, and a quirky and cool atmosphere.
Target Audience
Octane needs to appeal to the local community as well those who are not familiar with the area. The Midtown area has a range of different types of people, young and old. Therefore, Octane should target both men and women of all ages and demographics, if it aims to be a coffee bar that is able to last and expand, perpetually.
Brand Opportunity
Octane is most certainly NOT your traditional coffee shop. Not only do the serve delicious coffee beverages, but they also serve beer. My aim is to change Octane’s image from that of an “industrialized” feel to more of a comfy, modern and edgy feel. The once plain, “manufacturing” logo, is now comfortable and inviting. The ads will intrigue an extremely broad audience and the specialty items will make each person who visits Octane, feel like they will always be welcome; thus, giving Octane the opportunity to grow into a great brand that will be eventually able to compete with the likes of ‘Starbucks’.
