Brand Strategy | Media By Anslie

Brand Name

Boarding Pass Coffee has a distinct meaning behind its name. Our owners Murilo and Christiane named the gourmet coffee shop as a homage to the more than 100 countries they have visited. Not only is it a tribute to their travels, but Boarding Pass Coffee is also a name that can be easily identified and memorized since a boarding pass is a physical documentation that is provided during plane travel.

Brand Identity

Boarding Pass Coffee’s logo (https://boardingpasscoffee.com/) displays the name in a bold and playful font. The font selection conveys the feeling of fun and adventure, but at the same time professional. Located on both sides of the name, one can find a series of lines that represent the wings that would be seen on a pilot’s badge. These lines can be easily associated with the idea of flight and travel which is a value of our company. It’s important to note that between the lines and under the “Boarding Pass” name, is the word “Coffee” in all caps with a sleek and modern font. The color for the logo is a combination of blue, burnt orange, and white. The blue and white can be associated with a plane traveling through a clear sky and fluffy white clouds. The burnt orange in the logo is something that conveys a sense of playfulness, environmental, and cultural. Overall, the pairing of the logo’s font, color, and embellishments creates a successful brand identity for Boarding Pass Coffee.

Brand Archetype

Brand Archetype: According to the Kaye Putnam Archetype quiz, Boarding Pass Coffee received the archetype of the Explorer. Putnam explained the “primary goal of the Explorer is to experience a more fulfilling life. To find or create freedom. To discover the most authentic expression of an individual’s desires, purpose, or taste”. Boarding Pass Coffee was born out of a love for travel and coffee from a husband-and-wife duo with the goal of not only selling quality coffee but to educating the customers on the culture and environment in which the coffee beans come from. The Explorer is described as embracing the diversity and richness of the world. By educating our customers on the culture of our beans, we can inspire others to explore the world around them and be more open-minded when it comes to other cultures and the environment. The Explorer aims to inspire their customers to break away from the norm and explore the world around them.

Brand Story

Founded by Murilo and Christiane, a husband-and-wife duo who share a passion for coffee and travel, Boarding Pass Coffee is more than just a coffee shop. It’s an invitation to explore the world’s most flavorful destinations, one sip at a time. Inspired by their travels to over 100 countries, Murilo and Christiane set out to create a space where coffee lovers could experience the world’s best brews and learn about the cultures that shape them. But Boarding Pass Coffee is more than just great coffee; it’s the stories behind the beans. Through coffee tastings, educational experiences, and the monthly coffee club, Boarding Pass Coffee invites customers to deepen their understanding of coffee and its origins. This brand story provides customers with an emotional and personal connection to the company. Knowing that Boarding Pass Coffee’s specialty roast comes straight from the family’s farm, customers know that they are supporting an ethical, family-owned, and high-quality coffee brand.

Differentiation

Owner Murilo describes Boarding Pass Coffee’s goal is to “not give good coffee to people, but also providing a cultural experience. It is the best way to represent our love for coffee and travel”.

Unlike most coffee brands, Boarding Pass Coffee is a unique cultural experience that connects coffee lovers to the world through the variety of roasts the brand offers. Some key messages that differentiate the brand from others include the following:

A Journey in Every Sip: Boarding Pass Coffee offers in-house roasted coffee from diverse regions around the globe, including Murilo’s family farm in Brazil, giving customers a ticket to explore different cultures and stories with each roast.
Transparency and Trust: Boarding Pass Coffee prides itself on the transparency of its sourcing. Customers will know exactly where their coffee beans come from and the ethical practices behind every cup.
Cultural Education and Inclusivity: It is Boarding Pass Coffee’s commitment to educating customers about the cultures that inspire each roast that sets the brand apart from others. Boarding Pass Coffee is more than a brand but advocates for global awareness, inclusivity, and cultural appreciation.
Quality and Sustainability: With ethically sourced, Rainforest Alliance Certified coffee beans, the company demonstrates a commitment to high-quality products and responsible sourcing, ensuring every cup contributes to a sustainable future.
Boarding Pass Coffee sets itself apart from other coffee brands by offering a personal, immersive, and socially responsible experience rather than focusing solely on convenience or mass production. With a unique story rooted in the founders’ travels and their commitment to hand-selecting the finest coffees from around the world, the brand connects customers to the cultural significance behind each coffee bean. Boarding Pass Coffee prioritizes transparency and sustainability, highlighting its direct relationship with Murilo’s family farm in Brazil, and offering a more meaningful connection with customers through coffee tastings, cultural education, and in-store experiences. Unlike competitors that focus only on the product, Boarding Pass Coffee provides a comprehensive experience that blends flavor, culture, and storytelling, all while roasting coffee in-house to ensure freshness and quality. For customers, it's not just about coffee—it's about enjoying handcrafted, exclusive specialty roasts with a story behind every cup.

Positionng

Boarding Pass Coffee positions themselves in the industry through the following steps:

Focusing on creating a community of passionate coffee lovers who value both the quality of the products and the cultural experience we provide. This will include fostering relationships through the monthly coffee club, coffee tastings, and engagement on social media.
Continue to highlight the story behind the coffee, particularly Murilo’s family farm in Brazil, and the commitment to ethical sourcing. This transparency and personal connection will foster trust and emotional loyalty among customers.
Boarding Pass Coffee will invest in experiential marketing, such as in-store events, pop-up tasting experiences, and collaborations with other travel and culture-focused brands. This hands-on, sensory experience differentiates the brand from competitors and keeps customers coming back for more.
Enhance online presence through digital marketing campaigns that highlight unique selling points, such as cultural education, in-house roasting, and sustainability efforts. This will extend the reach beyond the local market and help to connect with customers nationally and internationally.
Sustainability is a growing concern for many consumers. Boarding Pass Coffee will highlight its ethical practices, from Rainforest Alliance certification to composting efforts in-store. This commitment to sustainability will not only appeal to eco-conscious customers but will also help differentiate the brand in an industry where many competitors have yet to fully embrace these values.