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Harley-Davidson Canada approached Toronto-based creative agency Zulu Alpha Kilo with a big challenge: Harley is a legendary brand, but its core rider base is aging. And while younger riders know of and respect Harley, they see it as their grandparent’s bike—not the bike for them. Compounding this, dealerships only exist outside downtown cores, making it difficult for a younger, urban consumer to experience the brand.

To help millennials connect with Harley’s story, Zulu launched 1903: A Harley-Davidson Café. The full-service coffee shop serves as an ode to the brand’s rich history, 1903 being the year the legendary manufacturer was founded. The connection between motorcycles and coffee dates back to 1960s café racer culture.

Inside the café, every inch of its design pays homage to Harley’s heritage of old-world craftsmanship and quality while maintaining a modern aesthetic. The space is adorned with collections of archival photography, tools and restored classic bikes, as well as new bikes that visitors are welcome to hop on for a photo op.

1903 was promoted through social media and a series of wild postings. The posters were printed with an ink specially crafted from the coffee served inside the café, giving them the texture and scent of real coffee.

zulualphakilo.com

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