Fact was that in the same street Starbucks in Winterthur, Switzerland have opened, so it was the task to create a unique concept that is not launching a fight with the big franchise but rather to take the opportunity to get a chance to offer some alternative solution for the existing Starbucks clients.
In the very basic ideas we have gone back in the real meaning of the starbucks logo. Starbucks shows a Syrene in the logo, which attracts clients. In the real history “The syrene” is a evil goddess that attracts fishermen to their islands shore, seduce them and at the end kill them. So we came up with the idea in the beginning to build up a “Hero” image that should take on the fight with the evil “Syrene”.
After several development processes we developed the idea to change the concept of the “Hero” to a concept “that you can be whoever you want to be today.”The existing people walk into a bakery ordering coffee and the best attractive bakery ware and what we wanted to create with our concept is to give the people the needed boost in the morning. A boost that reflects that today, since they walked through the bakeries door, they are in “Control” of their own life. The slogan “Gestern gedacht, heute passiert’s” mean in English “thought of it yesterday, but will do it today