Coffee shop by day, wine bar by night. For coffee lovers and wine connoisseurs, a place like this really would save the day. In August, this type of superhero will reveal itself in the form of The Ministry. Located in our nation’s capital, this café-and-bar-in-one is intended to be “a high-end coffee house and a relaxed wine bar”.
In a city like D.C., we may be quick to think that the café and bar market is too saturated, but The Ministry founder, Elisa Bennaton, utilized her branding skills to ensure that The Ministry will be timeless as she aims to “set a standard of new experiences in D.C.”.
Aside from offering high-quality coffee and wine, Bennaton recognizes the importance of designing a positive experience from entrance to exit. As she offers these select beverages, Bennaton believes that the quality of the beverages does not solely rely on the drink. She states that the quality of the drink can be reflected in the experience and environment that the customer is immersed in. Her goal is for others to feel like they are in a “destination that is cool and fresh”.
As for the visual and scenic experience, The Ministry will feature a “vibrant and light” look, steering away from the usual “earthy and deconstructed industrial” looks that have become popular in cafes and bars. Important for the sustainability of the brand, she states that this is an important differentiator as it adds to the timeless element, rather than just following trends.
Running through the process of coming up with a brand name, Bennaton knew that this would also be a part of the experience. Intending to be playful in its curiosity, “The Ministry” was chosen because of its play on the religious aspect and the mystery behind the name itself. The name was curated so that people would say that they are meeting at The Ministry, provoking people to think, “why would you hangout at a ministry?”
Going deeper into the intangible aspects of business preparation, the values of The Ministry are highly important to the brand as it serves as a foundation for the decision-making process. The most pertinent value for brand? Community. Coffee and wine have the power to draw people to these beverages and it creates a space for people to form around. Having such a people-oriented view, Bennaton has decided that with this value at the core, all her choices should be driven by this.
“As a business, it’s important to be respectful of humankind. If we’re going to source something, it must be ethical. All decisions relate to people.”
Follow The Ministry on Instagram and Facebook for updates and make sure to ease your curiosity by visiting when they open.