OAT GOAT:
Building community engagement wins customer loyalty for Colectivo and Minor Figures (US).
Overview:
Colectivo Coffee Roasters is a Milwaukee-based restaraunt chain consisting of 21 cafes throughout it’s Midwest-only market. Minor Figures is a UK-based brand of plant-based consumables for coffee lovers. The Oat Goat Classic is an annual Oat Milk-only Latte Art Throwdown, drawing coffee professionals and enthusiasts to the Wicker Park Colectivo Cafe.
Project Specs:
Timeline <4 Weeks
Format Event Administration and Marketing
Platform Adobe Suite
Illustrator, Photoshop
Summary:
Community is at the epicenter of Colectivo’s mission: describing itself as a “neighborhood cafe aspire[ing] to bring communities together”. In the company’s hometown of Milwaukee, it is easy to see why locals would call Colectivo thier neighborhood cafe, but in it’s expanding Chicago market, the brand lacks familiarity. I designed the Oat Goat Classic to help Colectivo leverage it’s “paradoxical small business feel” in order to seek integration with the Wicker Park cafe’s community in exchange for customer loyalty.
The Oat Goat Classic appeals to Chicago’s characteristically coffee-loving community; The City being recently ranked as one of the most caffienated in the nation. The event co-sponsor, Minor Figures won brand recognition paired with the added twist of an oat-milk only competition drew attendance from throughout the city: including first time guests from neighborhoods such as Andersonville, Logan Square and Lakeview.
For Minor Figures, this was a golden opportunity for coffee professionals to work with their product first hand. Participants came from cafes such as Side Practice and Caffetiandola, and judges included Ariel Nava Jr., Headroaster for Metropolis Coffee and Scott Bufis, Founder of the Chicago Coffee Collective.