DESIGNER

Branden Kellogg

PROFILE/DESCRIPTION

 “The Hidden Cafe” Is a small business that's family owned located on 1250 Addison Street, Sweet 111 Berkeley that sells a home brewed coffee for your enjoyment. We source quality seasonal green Coffee in order to roast the freshest beans and our roasting methods adhere to the highest standards, bringing the flavors of India and the Asian/African diaspora together. Our product is sold in store with a selection of bagged coffee that is sold grounded, ungrounded and in decaf. Our space also holds cooks and bakers who serve food in pop ups that rotate through the week and serve options that are available vegan and gluten free. Our target audience is for coffee lovers and people who want to be part of a friendly community. We focus on not just our quality, but also on our customers comfort. Our space is home to everyone, and we strive to build our community and make you feel welcome at our cafe.

GOALS

Brand Advantages

• Community involvement
• Family owned
• Pop-Ups
• Fair pricing
• small business
• Vegan options
• Multiple cultural food choices

Brand Attributes

• Hospitality
• trustworthy
• open
• community
• Fast serving
• Quality Control
• Rustic but cozy

Brand Experience

• Active
• friendly
• humble
• inviting
• simple
• comfort
• tasteful
• uplifting