Cafe Toro brand campaign concept.

Café Toro is a family owned and operated chain of convenience cafés housed in BP service stations across Perth. With a mission to transform the stereotypical ‘servo food’ experience, Café Toro treats drivers to traditional customer service and a huge range of made-to-order gourmet foods, drinks and coffee, headlined by its Subway style salad bar – the only of its kind in WA. The brand’s offering was strong – it just needed a messaging platform to communicate to its audience.

Rumbot worked with Design Vault to develop a brand manifesto that pinned down Café Toro’s defining traits and narrative. This became the foundation to craft the brand’s outward facing tagline, ‘Turn on your tastebuds’, designed to position Café Toro as a sensory experience (the smell of fresh coffee and fresh bread, a calming place to escape the daily rush.) The launch campaign - which included a comprehensive product photoshoot - was rolled out across billboard, signage, and on-site video.