To attract younger, urban riders to the brand we launched 1903: A Harley-Davidson Café. The first Harley-Davidson café in the world it was one part coffee shop, one pat tribute to Harley’s storied past.
Approach
Five promotional posters were created to spread the news around the downtown neighbourhood, encouraging young urban riders to come to the Café and explore the bikes on display as they sipped their coffee brew of choice. The posters were designed to reflect the artisanal craftsmanship behind every Harley-Davidson bike ever made, and the café itself.
Results
Each poster featured an iconic image of Harley-Davidson riding culture, coupled with a headline that spoke to the unique coffee and riding experience that the Café offered. The posters were screen-printed by hand using custom ink made from the actual coffee the café served. This gave the posters both the texture and scent of coffee.
