CASE STUDY

Client: Penny Lane

Agency: ÁBACO

PENNY LANE

Coffee Shop & Pub

With PENNY LANE, ÁBACO proved that a well-executed creative strategy can transform a gastronomic business into an iconic brand with a strong identity and a distinctive value proposition.

The Challenge

The gastronomic market in Mar del Plata is filled with coffee shops and pubs, each with its own charm and unique offering.

Positioning a new brand in such a saturated context required a clear and powerful differentiation strategy. The challenge was to attract an audience seeking more than just a coffee or a beer: a unique and memorable experience.

Naming and Brand Voice

At ÁBACO, we developed a brand concept that goes beyond the conventional.

Inspired by the iconic street in Liverpool and British culture, we created PENNY LANE, an evocative name that reflects the essence of the project: an immersive English-speaking experience with an authentic and nostalgic spirit.

Digital Strategy and Marketing

To launch and position the brand, ÁBACO implemented a digital marketing strategy focused on generating anticipation and attracting a specific audience. We developed:

  • Web Design and Development: An engaging landing page with information about the experience and a subscription option for opening day notifications.
  • Social Media Campaigns: Engaging content with brand storytelling, teasers, and interactive dynamics to generate engagement.
  • Targeted Advertising: Ads aimed at English learners, travelers, and British culture enthusiasts.
  • Strategic Collaborations: Influencers and language academies helped spread the word about Penny Lane’s unique concept.

Visual Identity and Atmosphere

PENNY LANE’s visual identity blends British charm with an elegant and welcoming aesthetic. We chose a color palette featuring a deep night green (#032E30) as the base, complemented by matte gold (#AEA285) and off-white, conveying sophistication without losing warmth. We designed a classic logo with typography inspired by London signage and graphic elements that reinforce the British theme.

The venue’s ambiance was a key pillar. Every detail, from signage to wayfinding, is in English, reinforcing the immersive concept. We designed a space that merges the best of British coffee houses with a retro-modern style inspired by the 60s and 70s, using warm materials, soft lighting, and iconic elements from the era.

Results

PENNY LANE established itself as the first Coffee Shop & Pub in Mar del Plata offering a 100% English-speaking experience, setting itself apart from the traditional offerings. Its unique identity and immersive concept captured the attention of an audience eager for new experiences, building a community of followers even before its opening.

PENNY LANE Moodboard

Cross-Channel Creativity: I develop cohesive creative concepts that seamlessly translate to social media, email marketing, websites, and even physical experiences, creating truly phygital campaigns.

Art Direction: With a keen sense of design, I transform ideas into exceptional visuals that always resonate with the brand identity, ensuring they align with business objectives.

360-Degree Vision: I excel at seeing the big picture and ensuring all elements are functional and work together cohesively, enhancing brand synergy.

Detail Oriented: My meticulous approach ensures that every aspect of a project is polished and consistent with the brand.

Concept Development: I am skilled at brainstorming to create innovative solutions, and I deeply understand the behavior and preferences of the target audience.

Lateral Thinking: My natural ability to “think outside the box” allows me to approach problems from different angles and apply a unique approach when developing creative solutions.

Digital Marketing: I understand the online marketing ecosystem and how to articulate it across channels, creating effective digital campaigns that drive results.

Brand Identity and Strategy: I specialize in creating powerful brand identities and can develop strategic plans to ensure brands stand out and achieve market positioning.

Advertising Copywriting: I write persuasive and engaging copy for advertisements. My guiding principle when writing is to be as creative as analytical because my motto is: Ideas that communicate, communication that sells.

UI/UX Design: I have the ability to “get under the skin” of the target audience to understand how to design user interfaces that are both easy to use and aesthetically pleasing.

Adobe CC + Digital Toolbox: I am proficient in the use of programming software and various digital tools oriented toward the creative industry, such as Adobe Creative Cloud and Figma, among others.

Leadership: Skills and experience to guide, motivate, and inspire multidisciplinary teams to achieve common goals.

Project Management: I can manage projects from start to finish and lead multidisciplinary teams to achieve outstanding results.

WordPress Development: I have the ability to build and maintain websites using WordPress. I am well-versed in WordPress and everything related to its ever-changing ecosystem.

E-Commerce Development: I have the skills to plan, design, and build successful online stores using platforms such as Shopify and WooCommerce.

Stay Inspired, Push Boundaries.

BENCNHMARKING

Here are some specific ways in which benchmarking has been beneficial for my creative and strategic endeavors:

■ Identifying trends and best practices: By examining how others have approached similar challenges or opportunities, I can identify patterns, trends, and best practices that can inform my own approach.

■ Expanding my perspective: Benchmarking exposes me to a wider range of ideas and possibilities, which helps me break out of my own thought patterns and spark new creative ideas.

■ Validating my assumptions: Comparing my own plans or strategies to those of others helps me validate my assumptions and identify potential gaps or areas for improvement.

■ Gaining a competitive edge: By understanding what others are doing well, I can position myself to compete more effectively and gain a strategic advantage.

■ Enhancing my decision-making process: Benchmarking provides me with a great data-driven approach to decision-making, helping me make more informed choices based on evidence and insights.

In my view, benchmarking is not about blindly copying others’ approaches; rather, it’s about using the gathered information to inform my own unique and creative process.

In short, I embrace the inspiration and insights I gain from benchmarking, but I always stay true to my own voice and vision.

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