Georgia Coffee, a Coca-Cola brand, was 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 customers’ minds, 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 – one on almost every block – 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.
