The overall main philosophy of the COFFEESHOP COMPANY is to communicate 2 stories to the customer. HOME IN VIENNA and FROM THE FARM INTO THE CUP. The Vienna story is a more high-end elegant shop appearance that is intended for locations and areas with a more conservative and better income customer base. The Farm story is the cooler and trendier design line and is intended for a younger, slightly more progressive crowd / customer base. The job of the Vienna line is to restage the traditional Viennese Coffee House in an elegant but modern interpretation and communicate the origins and birthplace of the Coffee House Culture. Vienna, as a cultural and historic important location, is communicated through the shop fit appearance and underlines the main slogan under the Coffeeshop Company Logo “HOME IN VIENNA”.