Artel

The conception of an independent lifestyle cafe.

Problem

My friend Kieran and I wanted to open our own coffee shop. Norwich already had a thriving scene of independent cafes. How could we enter this already thriving market with something new and exciting that set us part from the others?

Solution

We didn't open another coffee shop. Instead, we opened a concept space that combined artisan coffee and pastries alongside responsibly sourced food, drink and a curated selection of lifestyle goods, cool magazines and locally made gifts. We did all of this from a tiny space, quite literally one of the smallest cafes in the world that could fit a maximum of 6 people in at any one time. This naturally encouraged conversation between strangers, creating a strong sense of community and a friendly vibe. I was involved with almost every stage of its conception including branding, product buying, demolition, decorating, menu designing, architectural drawings, marketing and the list goes on.

Results

We gave Norwich something new and introduced a new blend of products in a new breed of space. We grew a physical and digital community and served coffee, snacks and lifestyle goods to hundreds of people every week. Kieran and Nicole went on to launch a successful kickstarter campaign which enabled them to move into a larger space.