Ike & Jane ... & Kaleigh : How a local Athens bakery creates a hometown brand

It's a bit ironic that "Normaltown" was named "Normal"town. Quite frankly, there's nothing normal about it. A stranger passing through might glance at the antique buildings, the old rusty signs, and the unique mom-and-pop style brands and wonder how these businesses survive in the competitive Athens market. But any local Athens resident will contest that these businesses are what makes this small, eclectic city so wonderful. 

Located off Prince Ave, across the street from Athens Regional Medical Center, Ike & Jane quietly sits on the corner location creating an aroma of freshly baked goods and hand crafted coffees perfect for the Instagram loving foodie. Calling Athens home for over 7 years, this local business serves up uniquely flavored donuts as well as classic cafe treats that attract residents and visitors of all ages. My first thought before my visit was: In the world of dominating brands such as Starbucks and Jittery Joes, how does Ike & Jane manage to survive? It seemed strange to me that this small brand could sustain a strong customer base alongside relatively high menu prices with large corporate giants just down the road. My early morning visit with my roommate Kaleigh proved why this classic Athens brand does so well in the Classic City. 

To start, Ike & Jane does an incredible job of exterior branding. The bakery is covered in Snapchat worthy brand images and large murals that attract attention from cars passing by and create a unique atmosphere for those dining inside or on the gorgeous picnic tables outside. My first thought before entering was "I'd love to take my Nana here one day".... a strange thought, I know, but still one that I think Ike & Jane would be proud to have created. Everything about the design of the store screams "local family business". There are no large posters screaming at you to try a new product. There aren't any crowded shelves stocked with overpriced merchandise shoving their brand down your throat. There aren't even menu items listed on the wall above the counter. Menus are simply stacked on the counter to tempt you to talk with an employee first, a strategy that helps the bakery establish a relationship before a transaction. Glass cases showcase a variety of fun flavored donuts and pastries that aren't wrapped in pre-packaged plastic or covered in artificial junk. The food simply looks homemade and extravagantly delicious. 

However, warm and friendly customer service partnered with unique and delicious food isn't enough for a local business to thrive in an extremely competitive market. Brand recognition is also an important part of Ike & Jane's marketing strategy. To start, their logo is simple and recognizable: a mug and a pie blended together inside a shape that, in my opinion, resembles a conversation box. Whoever designed their logo was a smart business man/woman. 

Plaster this logo on the outside of the building, signs alongside the road, mugs, and t-shirts inside the store and you have an easily distinguishable, and incredibly cute, branding strategy. One trip to Ike & Jane and you have an image stuck in your mind that can awaken your taste buds at first sight. The rest of their marketing is almost free, as customers are tempted to snap pictures of the delicious treats next to the lovable logo and post it on their social media, thus tempting their friends to try something new and step inside this adorable cafe/bakery. 

How can other local Athens restaurants attempt to imitate the success of Ike & Jane? Create a brand that is easily recognizable, an atmosphere that evokes conversation and relaxation, and products that provide customers with both tantalizing taste and Instagram content.