about

01 branding

I retained Araku's core typography while adding a more relaxed touch to create a balance of minimalism with a hint of fun.

The typefaces used are Lexend Exe for clarity and accessibility, Instrument Sans for a clean, modern look, and Ligconsolata for a distinctive, monospaced style that adds a playful yet unique flair.

02 persona

Pauline, the Parisian Influencer

Age: 27

Occupation: Fashion and Lifestyle Content Creator

Location: Paris, France

Interests: Fashion trends, luxury experiences, lifestyle photography, gourmet food and coffee, sustainability, eco-conscious living

Personality: Trendy, outgoing, creative, environmentally conscious, mindful

Social Media Platforms: TikTok, Instagram, Pinterest

Background: Pauline is a rising Parisian influencer known for her minimalist yet chic aesthetic. She often shares her favorite spots in the city, from boutique cafes to hidden fashion gems, with her followers. Camille is deeply committed to sustainable living, ensuring her lifestyle choices, including her diet, are aligned with her environmental values. She’s particularly attentive to where her food and drinks come from, favoring brands with a transparent and ethical supply chain.

Vincent, the Global Nomad

Age: 35

Occupation: Remote Product Manager

Location: Paris, France

Interests: Specialty coffee, coworking spaces, digital nomad lifestyle, cultural experiences, mindfulness

Personality: Adventurous, independent, tech-savvy, community-oriented

Social Media Platforms: LinkedIn, Instagram, Twitter

Background: Vincent is a digital nomad who travels extensively while managing his team remotely. Coffee is central to his daily routine, both as a source of energy and a way to connect with new cultures. He values premium, sustainably sourced coffee and enjoys finding unique cafes that double as spaces to work or meet like-minded people.

Léa, the Eco-Conscious Student

Age: 23

Occupation: Master's student in Environmental Studies

Location: Paris, France

Interests: Sustainability, zero-waste living, specialty coffee, reading, and volunteering for environmental causes

Personality: Idealistic, curious, socially conscious, budget-conscious

Social Media Platforms: Instagram, YouTube

Background: Léa is a passionate advocate for sustainability and spends her time learning about ethical practices and supporting eco-friendly brands. She loves coffee and sees it as a ritual to recharge during her studies but prefers brands with transparent, sustainable practices. She’s on a student budget but values quality over quantity, choosing brands that align with her principles.

03 customer journey

The customer journey for Araku Coffee’s loyalty program reflects the progression of a customer’s relationship with the brand, from initial awareness to becoming a passionate advocate. Each phase is designed to address the customer’s evolving needs, emotions, and pain points, ensuring a seamless and engaging experience.

Purchase: During this phase, customers make their first purchase and join the loyalty program. A smooth checkout process and easy registration (e.g., via a QR code) ensure a positive experience. Highlighting immediate benefits, such as earning rewards or unlocking exclusive offers, builds excitement and satisfaction.

Retention: After the initial purchase, the focus shifts to keeping customers engaged. This is achieved through personalized rewards, engaging communications (emails, notifications), and exclusive experiences like VIP events or community gatherings. Consistent recognition and added value foster loyalty and make customers feel valued.

Advocacy: Finally, loyal customers become advocates, sharing their positive experiences through social media, reviews, and referrals. Encouraging this behavior through referral programs and social incentives (e.g., bonus points for sharing) helps create a vibrant community of brand ambassadors, further extending the program’s reach.

04 strategy

Tiers and Rewards

Creating a true community around coffee, built on shared values such as sustainability, ethical sourcing, craftsmanship, and a passion for quality. This community is about fostering a sense of belonging and connection, where members share experiences, knowledge, and a mutual respect for the art of coffee-making.