Tungsten Branding Names New Coffee House Concept
Tungsten, a national branding firm, names Joe Ricos, a new coffee house concept set to open in Houston, Texas.
(PRWEB) February 16, 2005 -- When entrepreneur Mark Mohr set out to open his
new coffee business, he knew it would be different and he wanted a name to
reflect that uniqueness. To capture the sense of organic origins, authentic
ingredients and search for adventure, he turned to Tungsten Brand Marketing, (http://PureTungsten.com) a
naming consultancy with credentials that include PODS, (Portable On Demand
Storage), and the new TeamLogicIT franchise launched by FranServ; the company
that created Sir Speedy and PIP Printing.
The final result? Joe Ricos
Coffee and Tea.
"The 'Joe' portion of the name refers to the American
slang for coffee and the 'Rico' is Spanish for 'rich', so you basically have
'rich coffee'", states Phil Davis, president of the naming firm. "But beyond
providing a clever meaning, it conveys the sense of adventure and wanderlust
that is 'Joe'. In that capacity, he will be the imaginary traveler who discovers
these exotic brews and brings them home. It's Marco Polo meets Indiana Jones,
and the look of the stores will reflect that feel."
When asked how his
new coffee concept would differ from existing ones, Mohr replied, "Unlike
Starbucks, we're going to bake our muffins, bagels and scones fresh daily, in
our micro bakery. And where Starbucks has gone to automated processes, we have
chosen instead to use the proven old world methods of hand crafting our coffee
drinks, using fair trade, organic, artisan coffee beans and teas. In addition,
we will staff fully trained baristas who will custom make our
drinks."
What also separates the Joe Rico concept is the wide offering.
"We'll be serving 100% real fruit smoothies- which allows us to offer a
certified Koser product. Our base commitment is to utilize organic, Kosher and
fair trade products because we believe it's possible to deliver a flavorful,
fully natural beverage while benefiting small, co-op type farmers. The fair
trade designation helps us to protect the integrity of the small coffee and tea
growers throughout the world. It's part of what Joe Ricos is all
about."
The new store is set to open mid March 2004 with a second store
already planned to follow. Franching is also under consideration. But for now,
Mohr is excited about the immediate future and the potential niche that Joe
Ricos will serve. "We're glad to have a name that embodies the essence of what
this company is about... authenticity, adventure and commitment to our global
community."
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Source : http://www.prweb.com/releases/2005/2/prweb206371.htm