Racing to the Tropical Island of Guam to Beat Starbucks!

Island Girl Coffee and Quenchers

The beautiful island of Guam plays host to her native people, thousands of U.S. service men and women and over a million Asian tourists a year. Poised for explosive growth and construction over the next 5 years, our company has found no Starbucks (believe it or not!) or drive-thru coffee and cold drink outlets. As a Seattle-based business group, we are moving to Guam to establish a chain of tropical themed drive-thru coffee outlets across the 30 mile island.

Our stands are going to be small retail outlets that resemble a tropical hut and tiki bar conveniently located in high traffic locations. Our baristas will be beautiful "Island Girls" dressed similarly to a Polynesian hula dancer, trained for making the best coffee and iced drinks, delivered with top-notch customer service, and always delivered with a friendly, warm smile!

Iggie is our company mascot. He is an animated Tiki Mask character, a happy go lucky guy, kind of goofy, much like a Disney character, but always makes you want to smile. He needs to have an aire of excitement in his appearance, sort of high energy like he's had too much coffee, but in a fun, playful and attractive way that both kids and adults will love.

Our colors will be earthy and tropical in theme with a few bright accents like a Hawaiian flower shirt or tropical flowers. Our small buildings will have some bamboo trim to help create the image.

We have three target audiences on Guam. First the local island people, second the military soldiers and their American families, and third the Japanese and Korean tourists visiting the island.

Our primary target is the military guys and construction workers who will be there for the next 8 years, but we also want to develop some merchandising around the "Iggie" character and "Island Girl" theme that's appealing to the Asian tourists and the local population.

***Designers*** BIG CHANGE. I'm sorry about this. Two study groups have rejected our hyphenated name that includes Iggie's. Too many words in the logo. So you will notice we are only going to go with "Island Girl Coffee and Quenchers", dropping the name Iggie's, and the Iggie character now moves outside of the image.

You can change things altogether but we still prefer a circle or landscape image.

On the circular emblem, replace the tiki character with a more vintage image of a beautiful island girl from the chest up, dark hair with hibiscus flower in her hair. The surfboard (with a pointed tip and rounded tail) can be below her. Try the "Island Girl" across it. The girl should NOT be an animated character but more realistic. See some of the uploaded images.

We like the sun in the background, with a couple of palm trees on either side but there needs to be color or frame behind it so it separates the the emblem from the yellow building it's going to mounted on. Use the hibiscus flower somewhere near the girl.

So the Iggie character is still in the mix but not the focal point. The Island Girl is now the focal and Iggie is a side story used in our marketing. With Iggie we want the tiki mask to be brownish wood comprising most of his body, short legs, normal size arms, right arm holding up tall plastic type drink cup with whip cream and straw coming out the top.

Stay with bright, vibrant earth-tones like red, green, burnt orange, brown, purple, and see if there's a way to incorporate the use of bamboo.

Thanks everyone!