The owners had an authentic yet ambiguous understanding of their brand’s purpose. They needed help articulating it clearly so their people could embrace it and their cafe cultures could embody it.

Their dream was to create the first drive-thru coffee business where every single aspect of the business model was environmentally conscious and sustainability-driven.

Operating with a sustainability ethos in an industry known for waste was a compelling idea but they needed more.

Although they got their start with a clear and compelling vision, competing staff opinions regarding brand identity and direction became cancerous to the culture.

Tired of the exhaustion that came from this identity crisis, they longed to restore their place in the community as an inclusive hub where all could belong.

They had many active initiatives but needed help aligning those initiatives under a common goal. The sad truth is that the needs in the foster care community are many and the people willing to help are few. They needed help clarifying what their purpose was so people in the community would be moved to action.