Communication Theory: Riff’n Roast Jazz Café
Contents
1. Reflection on the course material. Narrative visual strategy 2. Presentation of the Riff’n Roast Jazz Café brand for a broad audience 3. Presentation for a professional audience (designers) 4. How we arrived at the strategy (linking theory and practice)
Narrative visual strategy
In the theoretical part of the course, it gradually became clear that the core of our work is a narrative visual strategy. At first, communication seemed like nothing more than the transfer of information, but the course materials revealed something deeper: it is about shaping a story and generating meaning, not listing facts. The sender doesn’t simply pass along data — they construct a world, using verbal and visual symbols that the receiver interprets through their own context.
Applied to design, this means that any poster, package, or interface is never «just a picture» but an intentional message. The designer operates with signs and symbols, and the way these elements are chosen and combined determines the meaning the viewer ultimately reads. This is where the semiotic tradition becomes essential: it’s not enough to draw an object — one must understand the meanings that underpin it.
Another key focus of the course is the sociocultural dimension. Visual communication is always embedded in cultural habits and everyday practices. Design does not exist in isolation; it always addresses an audience with its own norms, behavior patterns, and ideas about what feels «right».
The course also highlights the critical tradition and the Frankfurt School, showing that brands and visual systems are never neutral. They carry ideology, shape social roles, and reinforce models of consumption. Design participates in sustaining the social order, even when it seems to speak only about what is «tasty» or «beautiful».
Ultimately, we begin to see design as a controlled process of meaning-making. When we create communication, we are constantly making choices: what kind of world to depict, which values to normalize, and which rhetorical tools (including logos/ethos/pathos and forms of digital rhetoric) to use in order to persuade an audience.
Presentation for a broad audience
Who are we?
Riff’n Roast is more than just a café — it’s where the spirit of jazz meets the bold aroma of freshly brewed coffee. We’re all about bringing the raw energy of the stage and the authentic taste of great coffee straight to you.
Our mission is simple: to serve up unforgettable moments with every cup, blending the rebellious vibe of rock with honest, transparent craft — no gimmicks, just pure flavor and attitude. Welcome to Riff’n Roast — where every sip tells a story, and every riff fuels your day.
Who the brand is for
- Urban dwellers from major Russian cities, craving a break from the daily grind; - People aged 25–45 with a steady income who know how to enjoy life’s good things; - Young families looking for a place with great vibes and quality coffee — a little rock’n’roll retreat without hassle; - An audience that values authenticity, quality, and the real story behind every cup.
From the perspective of communication theory, our audience isn’t just a target — they’re part of the whole scene. The meaning of our message shifts depending on their culture, lifestyle, and context. Communication happens in the mix — the energy between us and them.
Brand message
Main slogan: «Plug In, Brew Up.» Supporting slogan: «Louder, Stronger, Fresher.»
Through these slogans we: - Embrace the narrative spirit — we tell the story of how the raw energy of jazz and the freshest coffee come together to ignite your day; people connect with brands through stories, not just facts. - Define our core values: authenticity, boldness, passion for quality, and a sense of community — just like the legendary jazz that inspired us.
At Riff’n Roast, every cup is a performance, every sip a powerful chord — delivering freshness and attitude straight to your table.
Brand values
- Authenticity of Origin — we proudly celebrate the roots of our coffee and the local craft behind every cup. - Respect for the Craft — just like legendary jazz bands cared about their sound, we care about sustainable sourcing and eco-friendly practices (reflected in our clean, vintage-inspired design and open, breathable layouts). - Ritual of the Scene — Riff’n Roast is about creating your daily jazz ritual — a place where friends, family, and great coffee come together to fuel real moments and good vibes.
Here, the sociocultural tradition shows how our brand becomes part of everyday life — from casual hangouts and after-work chill sessions to weekend family jams — helping to shape the idea of a life lived loud, genuine, and full of passion.
Presentation for a professional audience
Brand platform and positioning
Category: Mid-to-upper price segment specialty coffee and jazz café experience.
Positioning: Riff’n Roast is the brand that brings the raw, electrifying spirit of jazz right into your daily grind — creating a space where bold coffee and timeless vibes make every visit feel like front-row seats at your favorite gig.
From Craig’s perspective, we see the brand through multiple lenses at once: - Semiotic: the language of signs and symbols that shape the rock’n’roll attitude; - Sociocultural: the rituals, habits, and everyday scenes where music and coffee collide; - Critical: the underlying values and ideology behind how we consume culture and quality; - Rhetorical and Digital Rhetoric: the power of our messages to cut through the noise and connect with fans across all channels.
Visual Strategy (Semiotics + Visual Rhetoric)
Color Palette: #3D2B3E — a deep, dark purple that evokes the mysterious, moody vibe of an jazz concert at night. #DACBAE — a soft beige tone that adds warmth and vintage contrast, reminiscent of retro jazz aesthetics.
Graphics and Illustrations
- Posters and visuals use halftone patterns and a vintage style, creating a nostalgic atmosphere reminiscent of classic rock gig flyers and album covers.
- Monochrome illustrations inspired by linocut techniques depict iconic jazz imagery capturing the raw energy and texture of the era.
- Organic graphic elements echo the fluidity and rhythm of music, using wave-like patterns and dynamic shapes that pay homage to the vibrant, rebellious spirit of jazz.
Logo A logo that unites a coffee mug and a vinyl record into a single iconic symbol — the mark of our identity and the signature of Riff’n Roast. This fusion acts as a stamp of authenticity and attitude, combining the ritual of coffee with the spirit of jazz (ethos in rhetoric).
Verbal Strategy and Rhetoric
Our messaging is deliberately crafted around the three pillars of persuasion: Logos — clear, rational points: the quality of our coffee beans, brewing methods, and freshness guaranteed. Ethos — building trust in the brand: bold, consistent typography, honest storytelling, and a strong, authentic rock attitude. Pathos — sparking emotion: the vibe of an unforgettable jazz gig, the feeling of being part of a legendary band’s backstage, and the ritual of brewing coffee as your personal jazz anthem.
This mix makes Riff’n Roast more than a café — it’s an experience that hits all the right notes, combining logic, credibility, and raw emotion.
In our digital spaces — from the website to social media — we harness digital rhetoric, adapting classic rhetorical principles to the fast-paced, interactive, and visually rich world online.
It’s like bringing the bold spirit of vintage rock posters into the modern digital stage, where every scroll, click, and image counts.
Sociocultural and Critical Layer
Sociocultural Aspect: Riff’n Roast fuels the ritual of the «at-home gig» — bringing the vibe of a jazz show and the feel of a legendary live performance right into your daily routine, no matter where you are. It’s about making that authentic jazz spirit a part of everyday life, turning bold energy and great coffee into a new kind of cultural norm.
Critical Aspect: Inspired by critical theory and the Frankfurt School, we stay aware of the risk that culture and nature can become just another product to consume — the «jazz scene» reduced to a glossy image.
To keep it real, our strategy avoids cheap gimmicks or aggressive discounting as the main message. Instead, we bring depth through stories and educational content about coffee craft, music culture, and the spirit of the jazz — making sure the brand stays true and meaningful, not just a pretty picture.
How we arrived at the strategy
Choice of Approach
At Riff’n Roast, we work within an interpretive logic — our focus isn’t just on sales numbers, but on decoding and crafting meaningful messages that resonate deeply within the cultural jazz landscape.
From Communication to Brand
We see communication as a dynamic process of creating meaning through symbols and interactions that happen in a specific context — like the shared energy between a band and its audience.
The Riff’n Roast brand is a system of messages: from our packaging and posters to digital platforms and social feeds.
For every piece, we define: - Who the sender is — the bold, authentic spirit of Riff’n Roast; - Who the receiver is — our audience of jazz lovers, coffee fans, and culture seekers; - Which channel delivers the message — whether it’s a vintage-style poster on the wall or a post on Instagram; - Which symbols and meanings we want to build — the raw energy of jazz, the warmth of community, and the ritual of great coffee.
Choosing Craig’s Traditions Out of the seven communication traditions, we deliberately base our strategy on four key ones that best fit the spirit of our jazz-themed café:
Semiotic Tradition We use this to shape the visual language of Riff’n Roast — from our bold color palette and vintage-inspired illustrations to patterns and the logo. All these elements work together as a system of signs that evoke the raw energy and nostalgia of classic rock culture.
Sociocultural Tradition This helps us understand and embed Riff’n Roast into everyday rituals and lifestyles. Our brand becomes part of the «jazz ritual» — the way people gather, connect, and fuel their day with coffee and music, building an image of the good life through shared experiences and cultural habits rooted in the jazz scene.
Critical Tradition We reflect on the deeper messages and ideologies our brand communicates. This includes our attitude towards authenticity, responsible sourcing of coffee, and respect for the cultural legacy of jazz music. We’re aware that brands shape social values and seek to keep Riff’n Roast honest and meaningful, not just a packaged image.
Rhetorical Our storytelling, slogans, and social media presence are crafted with persuasion in mind. Whether it’s the punchy tagline or the tone of a post, we aim to engage, excite, and build a loyal community — just like the best jazz anthems connect with their fans. Digital channels let us amplify the message fast and interactively, bringing the café’s vibe straight to your screen.
This blend of traditions allows Riff’n Roast to deliver not just coffee, but an experience — a cultural movement that connects taste, sound, and identity in the spirit of the jazz revolution.
Theory in the Design Process for Riff’n Roast
Research Stage We dive into the existing cultural codes of the jazz and coffee scene — what symbols, sounds, and visuals are already tied to the jazz vibe and café culture. We identify which social rituals and habits around coffee and music we want to celebrate or shake up (a sociocultural analysis).
Concept Stage Our brand story is crafted around the narrative paradigm: people connect more deeply with stories than with dry facts. We build a compelling jazz anthem of a brand — one that invites you into the world of Riff’n Roast.
Visual Language Stage Every visual detail is tested through a semiotic lens: does it communicate the boldness of jazz, the warmth of community, and the freshness of a perfect brew?
Critical Review Stage We critically examine whether our design avoids reinforcing tired stereotypes or reducing rock culture to just a cool aesthetic — making sure the brand respects its roots and values.
Digital Strategy Stage For social media and our website, we create a fast, interactive, and visually striking message system, using digital rhetoric to make sure the energy of Riff’n Roast hits every screen loud and clear.
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Dainton, M., Zelley, E. Applying Communication Theory for Professional Life / M. Dainton, E. Zelley. — Thousand Oaks: Sage, 2015. Accessed 11.12.2025.
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