Create Your First Project
Start adding your projects to your portfolio. Click on "Manage Projects" to get started
The AMAze Group™ K-Brew - Fall 2025
Project type
Marketing Strategy and Consulting
Date
Fall 2025
Location
University of Tennessee, Knoxville
Through my involvement in the University of Tennessee's American Marketing Association Chapter, I had the opportunity to work with my second AMAze Group™ to generate marketing campaign for the further growth of K-Brew, a Knoxville-based coffee shop with multiple locations.
Over nine weeks, my team of 10 students worked towards making suggestions for growing K-Brew's audience, expanding their current menu, and aiding their branding and online presence. I was responsible for the branding and social media aspect of our consult.
Our initial task was to construct a tagline to create messaging around. K-Brew is a brother owned business, and both owners are University of Tennessee Alums. Playing into the importance Tennessee has in tradition and history, we wanted to highlight this idea that seems to be hidden in previous content. We created the tagline, "Brewed by Brothers." It brings in both coffee and a friendly invite in, to make customers feel like they are part of the family.
After having an initial meeting with Co-Owner, Pierce LaMacchia, we determined that their campus locations were considered separate entities, with a reduced menu, and more of a grab-and-go feel. It's the same brand, but a slightly adjusted feel to accommodate the student and faculty lifestyle.
I made the suggestion to create a separate landing page for what they consider their "Express" locations. K-Brew would be able to utilize the landing page as an effective way to convey the "same, but different" attitude Pierce discussed with the team. In the final deliverable and presentation to Pierce, I developed mock-ups as to what the change in website design would entail to incorporate the new landing page, and what the message behind their "Express" locations would say.
At the end of the nine-week period, we presented our work to Pierce. I am so thankful for this opportunity, and the motivation and experience this gave me. I am excited to enter my last season with AMAze™, especially as I am a Co-Leader for this upcoming project.
