About the Project
Annex Coffee House
Annex Coffee House, a vibrant and community first-café in the heart of Gulfport, FL, partnered with Draper Designs to bring their business concept to life—from the ground up. Our goal was to develop a welcoming brand identity and digital presence that captured Annex’s mission of serving delicious coffee, flavorful food, and good vibes to their beloved local community.
Project Scope:
- Full Brand Identity
- Menu Design & Drive-Thru Signage
- Social Media Strategy & Management
- Custom Content Creation (graphics, photography, reels)
- Hospitality Marketing Strategy
Timeline
4 Week Launch
Objectives
- Create a brand identity that feels modern, fun, and community-driven
- Help establish Annex as a local favorite through strong visual storytelling
- Design engaging menus and signage that are easy to navigate and aesthetically cohesive
- Build a consistent and relatable social media presence to connect with Gulfport and St. Pete locals
- Support promotional efforts for new products, seasonal specials, and events
Strategic Objectives
- Bold, coffee-inspired color palette
- Approachable and energetic brand tone
- Social-first content to support rapid local growth
- Quick turnaround for brand and menu rollout before grand opening
- Consistent creative across packaging, signage, and digital platforms
Espresso Brown
Toasted Almond
Whipped Cream
Warm Hazelnut
Challenges
- Starting from scratch with no existing brand materials
- Required high-impact presence for a saturated café market
- Needed social media traction and community engagement early on
Strategy & Execution
- Developed a vibrant, coffeehouse-inspired brand identity that feels both fun and familiar
- Designed easy-to-read, visually delicious menus for both drive-thru and dine-in audiences
- Launched and managed a high-performing social media strategy with reels, stories, and interactive posts
- Created ongoing custom content including product photography, barista features, and campaign messaging
- Coordinated with vendors to deliver signage and printed materials on time and on-brand
- Introduced seasonal campaign content (e.g. Summer Refreshers, Holiday Drinks) to drive engagement and foot traffic
Key Outcomes:
- Brand Launched in Under 40 Days
- 200% Increase in Local Brand Visibility through strategic social media campaigns and recognizable in-store branding
- 3x Growth in Instagram Engagement within the first 60 days of launch, driven by high-performing reels, stories, and community-focused content
- 100% Increase in Foot Traffic after cohesive signage, branded drive-thru menus, and polished visual identity were implemented
- Consistent 5-Star Reviews mentioning brand vibe, aesthetic, and customer service experience across Google and Facebook
- 500+ Organic New Followers in the first 90 days on social platforms, primarily through engaging content and local partnerships
- Repeat Customer Growth due to cohesive brand experience across physical and digital touchpoints
- Annex Coffee House quickly became known as a go-to local favorite, celebrated for its vibrant energy, quality coffee, and community-driven mission
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