A coffee sleeve is a good place for a shop or roaster to add their logo to the end-user’s morning routine.
Elixr, a Philadelphia coffee shop and coffee roaster, is continuing its commitment to showing off local art by adding poetry to branded coffee sleeves, adding a new dimension to its identity as an artist-friendly space, in addition to a place where you can get a solid latte.
The program is called “Heart On Your Sleeve,” and includes a new sleeve each week with a different poem from Philadelphia poets Sojourner Ahebee, Dilruba Ahmed, Husnaa Haajarah Hashim, Sham-e-Ali Nayeem, Ursula Rucker, and Eleanor Wilner. It’s a partnership between Elixr and Philadelphia Print Works.
Learn about the Heart on Your Sleeve project via @StreetsDept’s interview with me, Ryan, and Jonai: https://t.co/b6dXT13Hy4 @ElixrCoffee @poetry__project @PhilaPrint pic.twitter.com/WkVmUiSAtc
— Molly B. Gross (@Mollybgross) February 8, 2023
Elixr has used featured rotating murals in its spaces over its 10 years in operation, but this takes the art focus to an on-the-go space, and is an interesting twist on its own branding — taking its reputation as an artist’s haven and using that rather than just a logo to promote itself.
“Since the program has continually supported visual artists, I suggested we pair artists and poets to deliver something resonant to the Philadelphia community focused on care and renewal,” Elixr’s Ryan Strand Greenberg told Streets Dept. “We decided that Heart on Your Sleeve should run over the winter — a time of dormancy, reflection, and making way for new growth for most people!”
For the last 10 years, @ElixrCoffee has been working with Philly artists to create murals in- and outside of their Center City shop. Today, I talk with their curator and the creators of their latest project that's putting poetry in our hands: https://t.co/GkArkeQRJ0 pic.twitter.com/mn3BIP3kva
— Conrad Benner (@StreetsDept) February 7, 2023
Additionally, each sleeve includes a QR code, which routes the end-user to Elixr’s website, where they can learn more about the poet and the coffee roaster. QR codes have been gaining popularity since the pandemic, although they aren’t exactly a new technology.
The beauty of a QR code is that it can direct to different URL’s over time, making the promotional product longer-lasting.
Additionally, Philadelphia Print Works is selling a “Heart On Your Sleeve” long-sleeve T-shirt, with a portion of the proceeds benefitting Harriet’s Bookshop in Philadelphia.
Philadelphia Printworks is excited to partner with #HeartOnYourSleeve – a Philadelphia-based winterlong poetry and public art initiative focusing on themes of care and renewal. https://t.co/7U3j4SdKzw pic.twitter.com/rfrKKVhJxr
— Philadelphia Printworks (@PhilaPrint) January 13, 2023
“This project has been immensely inspiring in so many ways,” Greenberg said. “The program started by initially commissioning murals from painters and illustrators at the Elixr’s Center City cafe. We have since showcased recycled materials, installation, textile, and sculpture. Bringing poetry to the program is an exciting new venture that has inspired me to think more broadly about different creative directions for the program in the future!”
This promotion is an extremely clever way to use print and promotional products in conjunction with each other, and to do more than just put a logo on a product. It tells a brand story and shows a company’s values, rather than just using slick graphic design. Incorporating a QR code adds longevity, too.
It’s also a good way to make a few different “sleeve” puns.
