Challenge
Santana Row is a mixed-use urban environment in the Silicon Valley, with over 1,000 residents, restaurants and luxury retail.
Inspired by prestigious European and American mixed residential/shopping districts, Federal Realty Investment Trust (NYSE:FRT) created the ambitious 40 acre community in San Jose. They needed a world-class brand that would grow as an icon for main street living in Silicon Valley.Kauai Coffee was launched by Alexander & Baldwin to diversify their extensive agricultural holdings from sugar cane. Volcanic soil, abundant water, cool trade winds and advanced farming practices make for consistently high quality beans and a smooth, mild coffee that was not bitter like Kona. It is currently Hawaii’s largest coffee grower at 3,400 acres.
Alexander & Baldwin had an immediate need to transition away from trade and retail perception of the product as a commodity blended into much larger coffee brands. In the long term, they needed to attract a new crop of discerning consumers that desired premium coffee from Hawaii. The smooth, rich character of the product needed to tie into the unique location from which it was grown.
Inspired by prestigious European and American mixed residential/shopping districts, Federal Realty Investment Trust (NYSE:FRT) created the ambitious 40 acre community in San Jose. They needed a world-class brand that would grow as an icon for main street living in Silicon Valley.Kauai Coffee was launched by Alexander & Baldwin to diversify their extensive agricultural holdings from sugar cane. Volcanic soil, abundant water, cool trade winds and advanced farming practices make for consistently high quality beans and a smooth, mild coffee that was not bitter like Kona. It is currently Hawaii’s largest coffee grower at 3,400 acres.
Alexander & Baldwin had an immediate need to transition away from trade and retail perception of the product as a commodity blended into much larger coffee brands. In the long term, they needed to attract a new crop of discerning consumers that desired premium coffee from Hawaii. The smooth, rich character of the product needed to tie into the unique location from which it was grown.
The initial work involved developing a plan to define the identity, positioning and all programs required to launch the brand. This plan was combined with the larger land use proposal and presented to the City of San Jose and Santa Clara County for consideration.
The final brand name “Santana Row” was created to reflect the location’s Spanish heritage on the surrounding region. The name was expanded into a brand identity and standards, applied into collateral, print and broadcast advertising, signage, web promotions and a launch public relations campaign.
After the development was approved for building, we completed the brand identity as well as created PR and marketing support programs to bring the new neighborhood to life.
The final brand name “Santana Row” was created to reflect the location’s Spanish heritage on the surrounding region. The name was expanded into a brand identity and standards, applied into collateral, print and broadcast advertising, signage, web promotions and a launch public relations campaign.
After the development was approved for building, we completed the brand identity as well as created PR and marketing support programs to bring the new neighborhood to life.
Results
Santana Row has attracted such notable blue chip tenants as Gucci, Burberry, St. John, Diesel and Tod’s. It continues to represent one of the most successful urban developments in the U.S., as underscored by two major awards, the CELSOC Engineering Excellence Award and Builder Magazine’s Project of the Year.