Cartel Roasting Co

assignment:

In the fall of 2024, adworks tackled a unique challenge: our teams worked with local clients, focusing on completely organic, zero-budget campaigns. This was a first for us, as it allowed our teams to visit and work more closely with each of the brands. One of them was a beloved local coffee chain: Cartel Roasting Co.

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challenge:

With the rise of fast-coffee, Cartel wanted their brand to be more than just their coffee--but an experience. Their preliminary observations found that their audience were much older, and were determined to find ways to bring the younger Gen-Z audience through the front door. Our challenge? How do we engage Gen-Z/College students to go out of their way to enjoy a local coffee shop?

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insight:

Through our research, we found that while Gen-Z values convenience, they also strongly value community, authenticity, and a brand's ability to be honest and open with welcoming new people, new flavors, and new ways to make coffee more than just the drink. Cartel is a high-quality specialty coffee shop, and so our team focused on bringing them in the faces of the audience they were trying to reach.

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(Note: Since this project in 2024, Cartel has opened more locations on the ASU Tempe campus, furthering their reach and closing the gap of convenience amongst college students and their gen-z customers).

 

creative development:

Our team focused on experiencing what Cartel's charms were firsthand: a shared space, good coffee, and a brand that focused on ensuring everything was hand-crafted. We used these insights to build on-campus community events, behind-the-beans of the drinks, and drink quizzes that their audience could use to craft something that was more than just the drink. Overall, ensuring that our target audience was able to drink with a purpose.

 

team:

Cam Guilbert, Sophie Carillo, Abby Buckley, Alexis Acosta, Amanda Wright, Megan McComb, Kaden Ho, Laasya Palla, Luz Campos

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agency partner:

Off Madison Ave