Distinction amidst ubiquity
Georgia Coffee: A Coca-Cola Company
Georgia Coffee, a Coca-Cola brand, is the premier ready-to-drink coffee in Japan, reaching most of its customers through almost one million vending machines. Coca-Cola saw an opportunity to create a unique Georgia brand coffee shop that would position Georgia in a new way in its customer’s mind, as well as expend the existing customer base. The first coffee shop opened in Tokyo in December 1996.
Donovan/Green’s assignment was to create a place that distinguishes itself from the many coffee shops in Japan and reflects positively on the brand by being comfortable and inviting to a diverse clientele. The strategy was to make it attractive to a young coffee drinker and to women, while still appealing to more traditional Georgia Coffee customers. Donovan/Green’s responsibilities included concept development, development of all aspects of the identity program, and architectural design.
To accomplish Coca-Cola’s objectives the café was designed to be more upscale than the average coffee shop, with higher-quality finishes, interesting artwork, a tranquil atmosphere, and a sense of style and sophistication appropriate to any major metropolitan center around the world. The entire customer experience was considered, from hospitality issues to serviceware and packaging, making for a cohesive and lasting expression of the brand within the environment.