This is a brand management project I created for Aroma Espresso Bar in my Brand Management class at FIT.

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The goal of this project was to analyze Aroma Espresso Bar's current branding strategy and make recommendations for improvements. I started by conducting research on Aroma Espresso Bar's history, target audience, competitors, and current marketing tactics.

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After analyzing my research, I determined that Aroma Espresso Bar's current branding was effectively communicating its unique selling points to its target audience. While their branding was visually appealing, it did not effectively differentiate them from their competitors or communicate their high-quality, authentic coffee and food offerings.

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To address these issues, I recommended a new feature that would focus on emphasizing Aroma Espresso Bar's unique selling points and creating a stronger emotional connection with its target audience. This included creating a new brand message and tagline.

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Overall, I believe that the rebranding strategy sets Aroma Espresso Bar to stand out in a competitive market and build a stronger brand identity that resonates with its target audience.