Originally known as Strategy Café, the owner wanted to develop a separate brand identity for the company so that it can grow independently of him.

What we did

We conducted a number of in-depth interviews with the owner to gain a deep understanding of his vision for the business and target customers. We also conducted a scan of the industry to understand how similar businesses position themselves. We then developed a brand positioning statement that positioned the business-brand independently and communicated a strong value proposition to clients. We concluded the project by working with a graphic designer and web developer to roll-out the new branding.


Since our involvement, the owner has managed to successfully exit the company with the Start Cafeé brand standing on its own legs.


I’ve enjoyed working with someone who takes my business and my brand seriously. I’d recommend Firejuice to anyone who’s willing to challenge the way they understand themselves and think deeply about their positioning.