Multi Cafe

In the continuation of the path of brand positioning, we went to the road map that paved the way for the development of the Multi Cafe brand.

Multi Cafe brand positioning statement

First, we mentioned the position statement of the Multi Cafe brand, which showed that at that time, Iranian women and men aged 25 to 55 (with medium to high cultural capital and economic power) drank a cup of coffee as a part of their lifestyle and for them it meant refreshing. , energy, euphoria and good mood. Also, they had different choices for drinking coffee in different situations, and they served the one they liked to the people around them, and they were always looking for an authentic and reliable coffee brand. They have always tried to make the catering space a better and more pleasant level for the people around them, they chose the best with whatever budget they had and they cared about the health, freshness, and naturalness of the food and drinks.

As a result, Multi Cafe was the only brand that (without essential oils or additives), by buying and converting the best natural and fresh coffee beans (from three continents) into instant coffee powder and producing a wide range of products (from beans to powder to mixed coffee) It had a point of distinction in front of competitors.

Brand personality of Multi Cafe

The fact that Multicafe specializes in buying the best natural and fresh coffee beans (from three continents) and turning them into high-quality instant coffee powder along with the production of a wide range of products (from beans to powder and coffee mixes) showed the personality of the brand.

Multi-café movement model at the beginning

In the beginning, the production of instant coffee and other very new products was considered a very distinctive product related to the consumer’s needs in the Iranian market. Gradually, with the presence of serious and active competitors in the scene, this distinction and connection with lifestyle became less. After the economic developments of 2011 and the sanctions, export problems increased and incomes decreased.

But what claim could be suitable and true for Multi Cafe?

By responding to the three aspects of Burj Noorani Brand, we reached the only reliable and believable platform for Multi Cafe. The distinction of this organization from the rest was that it showed the preparation of coffee beans and its specialized processing.

The suggestion of Esfarjani group and colleagues for the brand was that Multi Cafe starts with coffee beans and prepares the best from three continents for us, roasts and processes it with the expertise and knowledge of the day and in a form that can be consumed by the buyer. He gives it to him.

What was the brand’s unique claim platform?

Having a communication platform affected all aspects of our communication with the audience and other elements of the organization. Some thinkers in the field of branding have called it the DNA of the organization. That is, the attributes that are present everywhere and will open the way for movement.

From seed to cup, Multi Cafe

This was a claim that only the Multi Cafe brand could have.

• Road map of Multi Cafe

• The multi-café brand had to be developed in touchpoints around the axis from bean to cup.

Then we discussed these points, what should a multi-cafe look like? What image to present? And what tone of expression should it have?

• The first representative of the brand is its logo. It was suggested that the text of the multi-café should be very powerful and written in capital letters.
• Instead of red color, the name of the brand should be written in white on a black background.

The red color would have limited the use of the brand in the packaging and instead made the name appear more powerful and stand out on the shelf.

We could use different cups and symbols to illustrate packages and products.
Unlike all competitors, this method differentiates the brand and creates a special and completely unique visual language for the brand.
This method was in line with the image of the brand values that we wanted to convey.
When placed in the packaging or other contact points, it would have a completely different readability and visibility.

What was suggested in the development of identity and packaging?

The path suggested by Esfarjani et al. was to implement all the parameters that convey brand values in the packaging. We will examine its different models together.

The first point of the tall and prominent glass, in its red, was the simple and sublime motifs that remind the product and its original lands.

Multi cafe and presence on the shelf

Multi-cafe, presence in coffee shops

Presence at the point of sale and reminding the brand

and multi-cafe seed packages that can create a new and attractive style for their audience.

What identity and personality did we develop in the product campaign?

One of the major considerations in proposing a product campaign is to be able to change the brand name from two common words to become a specific name. It also represents one of the powerful products.

Multi + Cafe

Although the first part is not a special word, it is the hidden reality of the brand, and the second part, translated into Persian and its first meaning, shows the place to drink (coffee). Our proposed campaign with this solution gives identity to both aspects of the brand and its specific product. From the audience’s point of view, the method of preparing cappuccino is one of the most difficult and it definitely needs a special device. But Cappuccino Multicafé allows him to enjoy drinking a cup of cappuccino for himself and those around him without having a special device.

In this campaign, cappuccino (for more consumption) was presented in metal packages and gave the audience this message:

Cappuccino is better, in more cups, at a more reasonable price and portable everywhere.

“Cafe everywhere, with multi-cafe cappuccino!”

It was suggested that simple video clips should have an intimate atmosphere with the audience we defined, this showed the atmosphere of drinking a cappuccino, which in the first scene looked like a foreign environment or a coffee shop, in the next scene it was the person’s desk or study or kitchen. Is!

This type of expression was very important for our media in social networks. At the end, we have developed the brand content path proposal at the contact points and this table guided the senior managers to know where they should develop each concept to realize the branding dream.

Conclusion:

You cannot predict the future of brands, but you can write and create it.

Our suggestions were based on this hypothesis. We believed that instead of restoring or repairing the past, another future should be created for the Multicafe brand that is worthy of responding to the organization’s potential and capabilities, its human resources, capital and financial resources. A future where access to added brand value and real dividends is realized for shareholders and all employees and stakeholders.

This was not a dream and it is not, all this effort and gathering information told the managers of Multi Cafe, they are responsible for the organization and its resources. Multi-café had perhaps more than eighty percent of the advantages and power to reach this future, and all the managers of all units had to be trained about this path first, express their opinion and after accepting each one, they would help in its realization in some way. The realization of the branding dream came from the merging of thinking and activities of the main brand shareholder, brand manager, marketing manager, production manager, human resources manager, sales manager, product manager and design manager. So everyone had to become the guardian and creator of the brand.