We were asked to identify an Amsterdam "coffee shop" that we could bring to Chicago.
My group visited the Relax coffeeshop, and we thought it would fit right into Chicago.
We would open 2 locations, one in the West Loop where our target works, and one in Lakeview, where our target lives and goes out.
Our space would be heavily inspired by simplistic Dutch style to keep the business' roots.
From our research, we found that a large percentage of our target used weed recreationally in different forms.
We also found from a survey that Chicago residents in our target enjoyed simplistic and nature inspired decor rather than an overcrowded bar.
From our survey, we also developed specific personas.
After visiting the original coffeeshop in Amsterdam, we developed a strategy that fit with the overall aesthetic of the shop.
Our strategy involved creating a safe space to collaborate professionally and framing the use of marijuana as a part of the overall creative process.
We used this tag line to bring it back to Relax's roots in Amsterdam.
Our brand voice reflected the aesthetic of the shop, but also incorporated a sarcastic twist to our creative.
We wanted to reach our audience in multiple ways, so we took a multimedia approach to our campaign.
In our multimedia plan, we put a huge emphasis on our social media presence.
These are some examples of instagram posts that we developed.
We also developed an app that we would launch in conjunction with the restaurant that is almost like a LinkedIn for professional weed users called Cannabiz.
Our target can create a profile and connect with other professionals in the Chicago area to collaborate. You can use the app to reserve a space in the coffeeshop, earn points to use towards purchases, and network.
All in all, we wanted to make Relax the number one place for creatives to collaborate. We would track our campaign's success on Cannabiz downloads and our social media presence.
