Social Networking for Social Responsibility
We recently launched a social media project with a social responsibility twist; the nino's restaurant group's social media presence, Social Bean, was designed with the sole purpose of giving back to community upliftment projects and underprivileged communities in Africa and South Africa. How it works is simple; 30c from every cup of nino's coffee sold is placed in Trust to be given back to community initiatives.
The design process began with a redesign of the nino's coffee cups. Drawing on the vibrant colours synonymous with equatorial Africa, the unique illustrated design tells the story of Social Bean; from the hands that work the lands and the hands that roast the beans, to the hands that brew your favourite blend and to the hands Social Bean will be giving back to.
Our dedicated social media department worked tirelessly to ensure a dynamic experience is offered to fans; we look to promote not only initial fan engagement, but on-going interaction with the page. Supported by in-store elements such as the completely redesigned menus, info brochures, table talkers, cup tags, waiter t-shirts and, of course, the cups, the Facebook page serves as the primary content carrier. In addition to the in-store and social media elements, we redesigned the nino's website to follow the unique look and feel and to carry the message of Social Bean.
unique illustrated design
The first Story we are showcasing is that of Bente Luther-Medoch, a German-born subsistence coffee farmer in Tanzania who has revolutionised the techniques used in the area. Bente's story is updated every few weeks to ensure content is relevant, up-to-date and engaging to fans. For ten months to a year Social Bean will follow the story of Bente and her neighbours, sharing with the public the coffee process as experienced by smallholding coffee farmers in central Africa.
Bente's story is expected to culminate with a Facebook competition in which fans can win a trip to Tanzania to meet Bente and experience what life is like for a subsistence coffee farmer in sub-Saharan Africa.
A social media project with a social responsibility twist