Targeting a brief

Welsh mocha have a very defined target audience in mind. They are trying to attract people who are both male and female, who are between their late teens to 40s with a high disposable income.

Because the company is gender neutral in terms of it's target audience, it is important to stay clear of colours that are stereotypically considered for either males or females, such as pink and blue (or if not at all, used sparingly). This is because it is often the case that we automatically get the impression that because something is pink, for example, it is for a female audience only due to the way that pink has been enforced as a 'feminine' colour which could potentially put off men from drinking their or wearing a shirt and vise versa for women with design traits that are generally considered 'masculine'. Because the colour pallet is limited to just three colours (as well as black for the shirt) it would be good to use neutral colours such as reds and greens that are still vibrant and fun whilst keeping the neutral demographic in mind.

When trying to attract a clientele that are between the ages of 15-40 it is important to consider that the company's identity needs to be one that is fresh and 'upbeat' to appeal to the culture of this demographic, that being an attitude that is open to try new or different things compared to older generations. However, this age range is still quite broad so the design will have to not only be considered 'trendy' and cool but also have an impression of maturity that it welcomes those who are at the latter end of the targeted demographic.

In order for the company to attract those with a "higher disposable income" it is essential that the whole look of the establishment looks well made and of good quality, from the coffee to the design. Rich and deep colours are very good at giving the impression of luxury which would make people feel like drinking their is also an experience. Perhaps incorporating gold or silver into the logo would also give the impression that this is a high quality environment. However, it is important not to be overboard on this high class branding in order not to exclude people who perhaps don't have a high level of disposable income but are looking for a luxury experience.

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