01 - CHALLENGE
Finding focus beyond the cup
Field Notes had a loyal local following, a strong product, and an expanding set of locations. But as the business evolved, its story had become fragmented. Customers could understand the quality of the coffee, but not always the deeper role the brand wanted to play in their daily lives.
The challenge was to define a position that could bring together sourcing, hospitality, space, and community. It needed to feel credible to coffee enthusiasts without speaking only to them. It also needed to give the internal team a practical framework for decisions as the brand continued to grow.
02 - APPROACH
A position rooted in everyday discovery
We began with conversations across the business, including founders, baristas, regular customers, and partners. Alongside category research, these interviews revealed a shared belief that coffee could be more than a transaction. It could be a small prompt to slow down, notice more, and reconnect with a place.
From this insight, we developed the central idea of everyday discovery. We defined the brand purpose, positioning, audience principles, tone of voice, and experience pillars. The strategy was made to be useful in practice, guiding menu language, store programming, campaigns, partnerships, and future expansion.
03 - OUTCOME
A clear story with room to grow
Field Notes now has a focused strategic platform that connects its product, people, and physical spaces. The brand speaks with greater consistency, but also with more personality. Its communication feels less like promotion and more like an invitation into a thoughtful daily ritual.
The work has become a shared reference point for future growth. New locations, seasonal menus, collaborations, and social content can all be measured against the same core idea. Field Notes is now positioned as a meaningful part of the neighbourhood rhythm, not simply as a coffee destination.
