GROWING A SPECIALTY COFFEE BRAND
Paper Tiger was founded as a coffee business in the Pacific Northwest with a two-part vision: honor the commitment of global coffee producers, and offer local customers the best experience possible. Zachary was tasked with creating a brand that reflected this intersection of global awareness and local appeal.
CREATING THE CONCEPT
Tapping into the DNA of a counter-culture current in the city, Zachary focused the brand message on integrity in product sourcing and service and the “buy local” movement.
THE (SOCIAL) MEDIUM IS THE MESSAGE
Zachary developed location signage, sales catalogs, print and digital ads, and custom product labeling. Zachary also launched a social media community to promote an arts and music schedule.
A POWERFUL BREW
Zachary produced a result that was approachable, unusual, and instantly recognizable. Paper Tiger became a byword for excellent coffee in a community cultural hub, garnered extensive local press coverage, and a highly favorable rating among customers on Yelp and Google.