Brand Voice

Mutant had an existing brand voice that embodied quirky, fun, and modern attributes. The Little Mutant Coffee Club voice expands on the broader voice while incorporating more of the buzz of excitement traditionally associated with coffee. The mutants used for the coffee club branding also embody this more exciting and eccentric brand voice with creative enthusiasm.

Brand Promise

Little Mutant Coffee Club promises exceptional coffee and quirky fun in the form of NFT collectibles so people can expand their portfolios. Little Mutant Coffee Club includes all kinds of merchandise that build value over time in the NFT market, which is expanding rapidly to encompass more fields.

Brand Values

Fun – Mutant’s overarching brand encompasses a lot of fun with the art. The Little Mutant Coffee Club embraces that fun and turns it in new directions to entertain current customers and attract new club members.

Eccentricity – Mutant is eccentric, and Little Mutant Coffee Club embraces that eccentricity in the company’s art style, commentary, and messaging. Little Mutant Coffee Club aims to prove investing doesn’t have to be boring.

Value – Above all else, Mutant is about generating value. Little Mutant Coffee Club helps people generate value while enjoying the coffee through NFT and collectible art that can later be resold.

Progress – As an NFT company, Mutant must keep an eye on the future. This focus also reflects in Little Mutant Coffee Club, and the brand continues to embrace changes in the market as it provides good coffee.

Brand Targeting

Mutant appeals to collectors, and Little Mutant Coffee Club does the same. Each order of coffee comes with small collectible items like stickers featuring mutant art. Additional merchandise options also draw people in towards making a purchase and starting their own collections, which builds loyalty as people try to catch them all.

Mutant also appeals to investors, and the coffee club appeals to them on a slightly lower level. NFT investors are always searching for the next opportunity to make money on the NFT aspect, and the coffee club offers a low-level opportunity to do so. However, some dedicated investors will want to collect all of the merchandise for resale.

Brand Position

Mutant itself is positioned as an exclusive NFT community that generates value. Little Mutant Coffee Club uses a similar position but makes it more accessible. The idea is to expand brand awareness with an affordable product for people with a little disposable income rather than creating the exclusive positioning of many art communities.