If you are a Victoria or Vancouver resident I assume you know about Habit coffee shops. With two bustling, trendy locations they have positioned themselves as a hip urban place to enjoy a hot beverage and some company.

While standing in line, you will see recycled-paper postcards that tell you part of the story of their business.

“Habit was founded on the idea that coffee can be better – not just in terms of a drinkable product, but in terms of every step that coffee takes – from seed to cup. Before building a location, or making a menu, we worked to find partners that share our vision of ethical, responsible, and community-based business practices and a focus on quality in every detail.. ..We believe that coffee isn’t simply about getting a buzz, or enjoying a flavor, we believe it’s about a culture of optimism, exploration, and communication, and we hope you enjoy the fruit of our collective effort. Thank you.”

After reading that – do you feel more compelled to support their business? 

Part of a larger campaign, the card subtly conveys many things, from mastery of their craft to their status as a social hub. Here is more on the intended outcome of the work of their design/marketing team Cargo:

“In advance of opening its first location, Habit Coffee approached (Cargo) to help develop a comprehensive visual identity. To reflect the community-oriented, craft-focused approach to their business (the cafés employ entirely manual equipment, brewing exclusively artisan roasted beans), graphics, typography, and materials were kept deliberately low-fi. To attract a diverse, forward thinking crowd, typography and imagery varies greatly, but each element is infused with a tongue-in-cheek playfulness, and a whimsical reverence for coffee’s connection to contemporary culture.”

As an artist, you tell your story to your audience. You could also think of it as a “picture you paint” for people to view. Where you are from, where you are going, your character and values, your passions, and so much more – are all part of a message that you broadcast to the world. The question is – are you doing it strategically?

The advertising work done for top level celebrities and musicians does not happen by chance. Virtually all the information received by the public is selectively chosen, filtered and amplified to make it as enticing as possible. Take a look through bios, websites, and interviews of high performing producers and performers. Identify the key elements that you connect with personally. What is it in those stories that draws you in? What makes you feel like “Yeah – this guy is like me“?

Take a few moments and consider the story you are telling your audience. Is it unique? Does it draw people in?

(Tip: Getting objective feedback (not from friends or supporters) on your brand can give you valuable insights.)

How can you encourage people to want to be a part of your story?


2 responses to “Stories.”

  1. Laughlin says :

    Nice work!
    Would be great to get cargo to host a workshop, specifically for artists & musicians. I’m digging into this process myself, and it would be great to connect with others in the process!

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