Safari Prides North Star
At Safari pride we always want to be truthful and mindful of what we are doing to our environment and to community just as our consumers would be and they way we plan to attack this idea is by making; Real choices Real impact Real change.
North Star Backround
This concept emphasizes the brand's transparency and ethical practices. It uses real stories and data to communicate the tangible benefits of the brand's eco-friendly initiatives. Allowing our consumers to feel that their ideas also line with ours and we will fight with them to bring real change. Using marketing ideas that are true and honest we hope that we can find relatability with our consumers and provide a real impact with what we are doing and go beyond the surface of just being another coffee shop.
Message Strategy
Honesty/ Transparency strategy - When this strategy is done right, it can have a very refreshing and dis-alarming feeling to the consumer base and to the brand as a whole. This also highlights who the target audience is and how they make their daily choices. They use logic and skepticism to help them pick what is right and what is wrong. If we use this honesty strategy to highlight the real change that we are doing as a brand, our target audience will make logical decisions that resemble ours a brand creating association between the two.
Creative Strategy
The tone of our voice as a brand will be relating and positive but will still not steer away from the facts at hand. We hope that this friendly but honest light will decrease consumer questions and help build more association with the brand. The visuals will not be dark because that will give off a negative aura but we will use visuals that are colorful and happy but also resemble the truth of our brand and our mission. We think that human testimony rather than music will make us more credible and still give off the image that we are getting straight to the point in an honest manner. Our rich African history must be incorporated in our smells and tastes, this provides the idea of uniqueness in comparison to other coffee shops and the raw scents will be earthy and organic just like our core concept.