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Cram Coffee

PR Media Kit

DURATION One month

PROJECT BRIEF To create a media kit and PR box for a new business.

BACKGROUND

Cram Coffee is dedicated to providing quality, wholesale coffee drinks to all our customers. As Chico’s only 24-hour sit-down coffee shop, sustainability, and ethically sourced products are some of the core values at the heart of our company. Providing a safe space for our customers includes providing ethically sourced drinks through the extensive selection process we have when partnering with different roasters. Jane Babmemevest founded Cram Coffee to provide an outlet for students to study without the stress or distractions of their daily lives. With the incentive of coffee drinks and pastries, Babmemevest pushed for a space students could use to relax and study, or hang out without the need to worry about closing hours.

OVERVIEW

This was a group project in one of my Public Relations classes. The project involved coming up with a business idea and then creating the PR and media kit deliverables for the business. Our business idea was a 24-hour coffee shop located in the heart of Chico, Ca. The main objective of the project focused on the Journalism side of things, however, with my background in design I took charge of the branding and graphic design aspects of the project.

RESEARCH

The research phase of this project involved actually researching successful coffee businesses, and even unsuccessful ones. This helped us determine what we wanted to include in ours. This phase also involved talking to students to hear about what they would want to see in a 24-hour coffee shop.

STRATEGY AND DESIGN

PHASE 1  |  Concept Development

The first phase of the project was to develop the business plan, and general information about how we wanted the media kit and PR box to look like and include. We spent a great deal of time refining the details of the business plan, all the way down to the items on the menu. I also worked to create lots of sketches that communicated the design of the media kit and PR box. 

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PHASE 2  |  Branding

The second phase of the project was the branding. I came up with several options for logos and the group voted on their favorite. We wanted to the logo to have something that communicated the idea of being open 24 hours and energy. The group really liked the idea of including a lightning bolt, that symbolized a ‘jolt of energy.’ For colors, we chose to use a yellow and dark blue. This was to communicate the idea of being open during the day and at night. 

PHASE 3  |  Media Kit

 

Once our business plan and brand were solidified, we moved into the media kit. The goal of the media kit was to communicate the business to media partners. We included information about the company's purpose and mission statement, the advantages of the business, the merchandise and menu items, and contact information. We also used some stock photos that we felt represented the ‘look’ we were going for.

 

For the design of the media kit, we chose to put it into a booklet format. We wanted to create something unique and memorable, and a bit more interesting than a simple piece of paper.  

PHASE 3  |  Media Kit

 

Once our business plan and brand were solidified, we moved into the media kit. The goal of the media kit was to communicate the business to media partners. We included information about the company's purpose and mission statement, the advantages of the business, the merchandise and menu items, and contact information. We also used some stock photos that we felt represented the ‘look’ we were going for.

 

For the design of the media kit, we chose to put it into a booklet format. We wanted to create something unique and memorable, and a bit more interesting than a simple piece of paper.  

PHASE 3  |  Media Kit

 

Once our business plan and brand were solidified, we moved into the media kit. The goal of the media kit was to communicate the business to media partners. We included information about the company's purpose and mission statement, the advantages of the business, the merchandise and menu items, and contact information. We also used some stock photos that we felt represented the ‘look’ we were going for.

 

For the design of the media kit, we chose to put it into a booklet format. We wanted to create something unique and memorable, and a bit more interesting than a simple piece of paper.  

PHASE 3  |  Media Kit

 

Once our business plan and brand were solidified, we moved into the media kit. The goal of the media kit was to communicate the business to media partners. We included information about the company's purpose and mission statement, the advantages of the business, the merchandise and menu items, and contact information. We also used some stock photos that we felt represented the ‘look’ we were going for.

 

For the design of the media kit, we chose to put it into a booklet format. We wanted to create something unique and memorable, and a bit more interesting than a simple piece of paper.  

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PHASE 4  |  Media Kit

 

The next phase of the project was creating a PR box. The idea was that the PR box would go out to several students and faculty members that have a strong social standing on campus. The box would include stickers, an invitation to the grand opening, a stamp card, coupons, and a coffee mug. The actual box was another design element as well.

 

The phase of the project involved a lot of designing on my part. I stuck to the color palette and kept a solid theme across the deliverables which helped the brand identity.

 

Personally, I found the sticker portion to be the most fun to create. As someone who loves to get stickers from various companies, I enjoyed designing stickers that I thought students would enjoy putting on their water bottles or laptops. 

CHALLENGES

The biggest challenge of this project was the fact that it was a group project. The project was extensive and time-consuming, and it proved to be difficult finding a time that worked for everyone to meet. While difficult, I am thankful that it was a group effort as the project was very large. Given the time constraint, it would have been incredibly difficult for one person to do the whole thing. 

EFFECTIVENESS

The project was very effective, and we earned a high grade on it. Other students in the class also had wonderful things to say about the attention to detail and overall content on the business plan.

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