Questions & Answers
What Is The Senior Show "The Purrfect Pour" About?
Hello, i'm Maria Neuman, a graphic designer who was given an opportunity to do a senior show. The Senior Show, The Purrfect Pour, is a series of 12 projects that consist of multiple products and services used in this cat cafe. The end goal for the cat cafe to create a high volume of cat adoptions for San Antonio by using marketing tactics to sell intimacy towards the cafe's target demographic.
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Why Did You Want To Create A Cat Cafe?
There are currently 125 cat cafes In the United States. All of these cat cafe shares a unique opportunity. They all promote pet adoptions through partnerships with local pet shelters. These partnerships helps these cafes to connect help pet lovers, cat enthusiasts, and people who are yearning for a connection with cats who are ready to be adopted. I wanted to create a cat cafe where I can explore this unique opportunity and see how I could promote an idea that could potentially create a positive change within my own local community of San Antonio, Texas.
What projects did you create for The Purrfect Pour?
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The Senior Show projects consisted of 3 sections.
The 1st section: Branding (4 projects).
1. cafe's business cards
2. postcards
3. a cafe menu
4. promotional ads for drinks, apparel, online orders, and pet adoptions.)
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The Purpose: to focus on the cafe's typeface, art style/illustrations, and color theory.
In order to help the Purrfect Pour become a recognizable brand.
2nd section: Marketing. (3 projects).
5. A San Antonio's magazine featuring The Purrfect Pour,
6. promotional ads for the cafe's website (online orders, shop, magazine,
and their partnership with Humane Society, etc.)
7. The Big 5 personality pamphlet.
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The Purpose: to draw customer's attention towards on the cafe's slogans, and articles about the importance for both pet adoptions. So, then, the cafe targe demographic the cafe's main message about the importance of creating meaningful relationships between animals' and humans' interactions. So then, the cafe can motivate people to adopt cats and give them a second chance at life.
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3rd section: Revenue. (5 projects)
7. The Purrfect Pour website
8. Shirts, hoodies, and tote bags
9. Online menu (based on the cafe's physical menu)
10. Take out biodegradable cups with take out bags
11. Face masks
12. Coffee bean bags with matching cups
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The Purpose: these items would be sold in an online shop to help pay for supplies for the adoptable cats in the cafe. At least 15% of the profits of all purchases will be given to their partner, The Humane Society. Lastly, the money will help fund and pay for the cafe's costs for their products, and their services.
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The Purrfect Pour 's Target Demographic:
Their target demographic consists of mainly adult women (20+ and up) and young children (8 - 17 years old). Yet, The Purrfect Pour encourages men to visit.
Which Marketing Tactics did The Purrfect Pour Used?
Color Theory. The Cafe's uses color theory to separate itself from many cat cafes who use color schemes such as white, dark blue, yellow and black. Instead, The Purrfect Pour uses pastel/light colors such as blush pink, mint green, pale yellow, white and brown. These color schemes are used to help give a warm, friendly and youthful look to the cafe's design. In addition, the use of colors are to influence both their customers' decision making and their purchasing habits.
Promotions. The cafe has created promotional ads that contains contrasting or pastel colors along with short slogans. These visual elements helps the cafe to attract people and influence their behavior to pay for the cafe's services and products.
Emotions. The Purrfect Pour uses emotional reasoning by relating their main message on the idea of saving animals lives. For example, The promotional ad for The Humane Society contains a picture of a cute orange cat with the slogan "She has Nine Lives" with cartoon paw prints decorated in the background. The ad's concept and imagery is to tug at people's heart strings. So then, people will be motivated enough to adopt an animal and give a second chance at life.
To see more projects from me:
Behance: www.https://www.behance.net/marianeuma6467
Wix: https://marianeuman03.wixsite.com/portfolio
Linkedin: https://www.linkedin.com/in/maria-neuman-145376183/