Miami University (Ohio)
Communication Design Program

Profressor
Kristen Pericleous

Designers
Mikayla Zancanelli

Brand Identity and Development

Wake the F*ck Up is a new F*rm to truck breakfast service on College campuses that serves to keep college students awake and fed on their way to class. We give a f*ck about the environment - we want to leave things better than they were before. This is why we support eating locally.

The primary target market for Wake the F* Up is adventurous young adults (college students) who are constantly on the go, and looking for a quick cup of coffee and a healthy breakfast to wake them the F* Up after studying all night. Our primary customer cares about sustainability, and supporting local business. Secondary targets include commuting teachers and of course other college students who might not care about where their food comes from.

Competition - Starbucks, on campus markets, and other coffee shops on campus.

Point of Difference - Made-to-the-order meals that are from fresh local, and organic ingredients, not burnt coffee.

Known For - Quick, made to order, delicious, local and organic breakfast items along with a witty, irreverent brand voice.

Price Point - Coffee/Tea - $2:25 Food - $5.00 - $10.00

Date:
2019