Faculty of Design

Advertising

(Jessie)Jihyun Lee

Your Second Home

Second Cup is like the Second (middle)child. As Tim Hortons owns the credit for being the first Canadian coffee shop and Starbucks joins in the Canadian market reasonably recently, representing the youngest child characteristic, It's not easy for Second Cup being in the spotlight. Besides, people don't like the name. They can easily associate the name with "the substitute of something." since it's not "the first cup." Second Cup is a forgotten Canadian coffee house.

“InsightPeople want to reward themselves instantly in their busy lives, and when they do, they all want the best of something..Big IdeaThe Best substitute for something irreplaceable."Your Second Home"”