Kā‘anapali Coffee Farms

Upon arriving at the entrance hall of the Kaanapali Coffee Farms you instantly knew you were in a special place.

Overview

Amfac Properties approached us at the entitlement stage and asked for a conceptual approach to offering 4-7 acre estate lots for sale within an few hundred acre working coffee farm, just up-country of Ka‘anapali Resort.

The entitlements required continued agricultural operation and the coffee farming was contracted out to a local expert. The estate lots allowed for a one-acre homesite that would include a primary residence, cottage and barn or workshop.

Kaanapali Coffee Farms

Approach

Based on these constraints we explored the land, met with the farmer, audited the local and off-island competitive sets, researched the history of the area and coffee. Based on our findings and insights we put together a presentation outlining a story line, estate farm lot plan and a marketing approach for the project.

Our conceptual approach was presented as a hypothetical email from a brother who worked for Wells Fargo in San Francisco to his sibling who worked for MSN in Seattle.

Our presentation met with success and we received the assignment to develop the concept.

Kaanapali Coffee Farms
The primary identity that we designed was a 1953 red Chevy pick-up truck. As the idea took hold we purchased the very same truck from an online charity auction on Ebay. We found an old-school craftsman who hand painted the secondary identity, a turn of the century Peugot coffee grinder on the side of the truck.

Kaanapali Coffee Farms
The website became the central repository for detailed information about the history of the area, the story of the coffee and a lot by lot description which included a site plan and quicktime vr photos of each lot.

Kaanapali Coffee Farms
With a nod to overkill, the model for our photo shoot is wearing the truck cap, holding the truck coffee mug and hanging out of the truck's window. Nonetheless it's still a lot of fun. The truck appears in parades around Lahaina and every once in a while a sales prospect gets to drive it.

Kaanapali Coffee Farms
The second generation of advertising focused on evoking the lifestyle that was possible in a new destination on Maui, "Upcountry Ka‘anapali."

Kaanapali Coffee Farms

The first generation of collateral established the concept of a country lifestyle minutes from the amenities of the resort while describing the opportunity to create an engaging lifestyle for the family.