Arts and Illustration, Marketing and Advertising
MOKA is the first Bulgarian coffee shop on wheels that has a strategy of reducing, reusing and recycling incorporated in their core brand values.
After traveling for a year in Latin America, Evgenia and Feliz (founders of MOKA) got inspired to do something different for a living. They decided to take the first step to a giant mission: “to change the current culture of coffee consumption” in Evgeniya’s home town – Sandanski, Bulgaria.
Their goal is to produce Zero waste, protect the surrounding environment, benefit the community and thus build a strong local economy.
Case 1 (Arts and Illustration)
In their first season (2020) MOKA’s main goal was to gain popularity locally. They managed to do that by inviting people to their spot in Sandanski’s Park, first, and then making them interested in trying their unique coffee and cakes. So the first challenge was to inform people about their precise location.
At the very beginning, reaching those who did not follow them on social media, where MOKA normally posts all kinds of information, for example, the day’s desserts, special discounts, etc., was a difficult task. They mainly relied on word of mouth to attract not only the locals but also tourists, some of whom learnt about them from Google/Traveling sites as well.
The founders of MOKA wanted to solve that problem for the next season (2021) by offering a visual map of their UAZ (their recognisable coffee vehicle). So the map was first made publicly online in the form of a voting A/B version on a tote bag. And because there was a great interest from MOKA’s social media followers they were printed onto shopping bags made of high quality material to reflect MOKA’s values as a brand.
Case 2 (Marketing and Advertising)
At the end of their second season (2021) MOKA wanted to continue their business growth during the months when they were closed because of COVID-19. They succeeded in doing it by selling coffee to their followers. So they needed a tag that could explain the simple information people must know about the coffee they were buying. In addition to that, the owners also needed business cards so they could promote their brand’s popularity.