New Work - Trampoline. A café that puts a spring in your step
The world doesn’t need another coffee shop. But it does need more businesses built on social impact.
So it was a real pleasure to win this brief and work with some of our favourite partners to position and build the brand, and oversee it being brought to life.
Trampoline may be small. But its mission is mighty. And they’re already on their way to helping some of London’s refugees on their upward journey to dignity, respect, and financial independence.
And in the world we live in today, what could be more rewarding than that?
Read on to find our how we did it. 👇🏼
Ed
Client
Social enterprise Nemi Teas was founded with the mission to train and employee London refugees, before helping them into employment in the hospitality industry. And it was this same mission that led founder Pranav Chopra to embark on the journey to develop a small group of kiosks.
Brief
We were engaged in January 2021 to develop a concept called “Revive” that could be rolled out rapidly across London. Before creating the visual identity, brand experience and product offer. Then going on to bring these to life in the first physical space.
Response
Using our BASICS (Benchmarks, Audience, Status Quo, Community, Something Bigger) process, we took a 360-degree look at the opportunity in order to achieve a unique position in the market, and achieve alignment with a socially-minded audience.
This resulted in a number of learnings -
The name Revive didn’t resonate, and neither did it represent the mission of the business or respect the refugees it set out to serve
Kiosks were hard to come by, not financially viable, and would not be aligned to the expectations of a discerning audience
We needed to create an energising, positive experience for guests that was built on interaction. In turn, supporting the refugees who could engage with guests and build relationships
This then led us to working with the client to revise his business plan and financials. Pursuing a new direction towards opening a pilot café concept that would achieve his objectives.
A re-naming excersise was also bought into the scope, and Trampoline as it stands today was born.
Positioning and Brand Strategy
Standing out amongst coffee businesses on London high streets was always going to be a challenge. From McDonald’s to WatchHouse everyone has their go-to place for coffee on the go.
We knew from the outset that this brand needed to make a statement. Engage people in its mission, and bring them along for the ride.
Audience
We developed a single key persona called “The Curious Consumer” to represent the people with whom a socially-minded, bold café would resonate.
This allowed us to really focus everything that was to follow on the people the business now knew it was there to serve. Those who loved nice things, enjoyed the best quality food and drink, sought out exciting new experiences, and wanted to make a difference with how they live their lives.
Positioning
London’s coffee market is, at first glance, saturated with operators. From international brands to single-site businesses. However, there is a niche in the market which is underserved.
Through extensive work, we identified an opportunity to combine social impact credentials with the engagement and vibe of a lifestyle brand. A business that not only does good, but is engaging, share-worthy and pride-inducing. Helping people live their busy city lives a little bit better each day.
And it was clear that coffee alone wasn’t going to cut it, so we moved forward with a ‘café' concept with food on equal footing, too.
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Positioning Statement
For an open-minded, informed audience who are proud of the choices they make. We consistently offer a memorable, engaging experience that’s all about people. Founded on a commitment to doing better business, supporting local suppliers, and being a genuine force for good.
Unlike other café brands in the market, we believe in the power of a lifestyle brand. And that this doesn’t have to be mutually exclusive to making a difference to people’s lives through addressing on of the biggest challenges of our time.
The Big Idea
A springboard full of potential energy.
We centred our thinking on this guiding principle. A business that supports its team, suppliers and customers. Proving mutual benefit to everyone who comes into contact with the company.
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“Energised by the potential we have to make a difference. TRAMPOLINE is a springboard for progress. For our guests, suppliers and the people we employ.”
Purpose
“To celebrate independence, individuality, and freedom of choice. Using the small things in our lives to achieve the biggest possible impact.”
This is supported by a clear vision and a simple mission -
Vision
A respected and friendly hospitality company renowned for its approach to finding and curating the best products and suppliers in a small but perfectly formed environment.
Happily serving busy Londoners what they want, when they want it. Whilst helping refugees on their path to a brighter future.
Mission
To operate a collection of quality, people-first neighbourhood cafés.
Differentiated in their reflection of their unique locales. But united by the guarantee of future employment for the refugees in training that are at the heart of the business.
Values
When it came to defining the company’s values, we of course needed something that worked internally to define culture, as much as it helped to define the brand externally. We needed to bottle the impact-first nature of the company, the embodied potential energy, and a commitment to doing better business.
Look Forward
Be Compassionate
Believe in Better
Brand Personality
All this potential energy needed to be release. And that called for a killer tone of voice. Something that was loud without shouting, and friendly without being juvenile. From this core brand personality, we developed the full tone of voice guide and key copy.
Modern
Energetic
Progressive
Confident
Full Scope of Work
We then worked to apply this new strategic direction across the breadth of the businesses. With collaborators appointed to the project, we were responsible for the strategic creative direction and delivery of,
📌 Naming
📌 Brand personality, tone of voice and copywriting
📌 Full concept - food and drink, brand experience, strategic partnerships
📌 Visual identity development
📌 Website design and build
📌 Collateral design and print handling
📌 Marketing and PR strategy
📌 Staging, snagging, and opening support
Collaborators
Leading on research, positioning, brand strategy, conceptual direction and brand personality/tone of voice, I was supported by
Lucy McCormick - Project Production
Dapple Studio - Visual Identity, Graphic Design and Website
Transit Studio - Interiors
Diginauts - Website
Storm PR - PR
Do you want to learn more about how we launched a café full of potential energy, committed to helping London’s refugees to help themselves? Or do you have a project or collaboration you’d like to discuss?
