Cartwright X Alana’s Coffee Roasters

Nah, but real talk, this project was really cool. But what was it?

The Ask: Develop a co-branded bag of beans and a campaign to promote it.

Alana’s Coffee Roasters is a fantastic cafe located on Venice Blvd in Mar Vista, a mere 1.7 miles from Cartwright, AKA my home 3 days a week for the summer (2 days were WFH).

The intern project was proposed to us as a collaboration between us and Alana’s, which entailed a strategic territory, creative direction, and an execution of whatever activations/deliverables we saw fit.

As the strategy intern, you have a pretty good idea of what part of the process I worked on…

the designing.

Kidding, that was all Caswell Reed.

But back to strategy.

With the help of my manager, I developed three strategic territories that the folks at Alana’s could choose from. But what went into the strategic territories?

“Serving as an inclusive space for creatives…..”

But they themselves aren’t creating…

So, what do Cartwright, Alana’s, and the community All have in common?

Intern projects, amiright?

The approach involved finding the overlap between the people of Alana’s, Cartwright, and the overall local community, which included Venice and Mar Vista.

In other words, what kinds of values and other things do those three elements have in common?

It’s no secret that Venice is home to some interesting people, and a lot of interesting people involve themselves in creativity, so let’s explore that avenue.

Even in a historical aspect, creativity has been one of the founding pillars of Venice’s ethos and population. Like Venice in Italy, Venice in California was a place where artists flocked to, almost in a rebellious way, to escape “normal” life and pursue the arts and a more Bohemian lifestyle.

And it also shouldn’t come as a surprise that as a creative agency, Cartwright embodies what it means to be creative with their work.

So how does Alana’s fit into this mold, despite being just minutes away from Venice beach?

They’re fueling creativity, baby.

From the Alana’s website:

Credits:

Account Management Intern: Mackenzie Knutson

Art Direction Intern: Caswell Reed

Copywriting Intern: Tree Kim