Para Coffee (2011)

web content

Para Coffee is an independent coffee shop in Charlottesville, Virginia. Given Para's close proximity to the University of Virginia, the shop attracts its fair share of caffeine- and Internet-addicted students. With this in mind, Para was already doing a lot right: they were on Facebook, Twitter, and they ran a blog. However, the shop did not have a consistent character across these channels. My general positioning copy tied Para’s brand together with a playful and inviting voice.