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THE PROBLEM

Soy Cafe is seeking a rebrand to escape negative perceptions of "soy" and "vegan."

OBJECTIVE

Build brand awareness and bring Philadelphians (20-54) into Joy Cafe.

KEY MESSAGE

Joy Cafe offers great-tasting, carefully-crafted, healthy food for everyone.

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REBRAND & COMPREHENSIVE CAMPAIGN

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Copy: Melissa DeStefano | Art Direction: Hannah Baker

Research: Griffin Hamer, David Giaco | Account Direction: Nina Freeman

Concept: All

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