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italian station

company background

the italian station is a locally-owned and operated coffee shop and bakery in downtown fredericksburg. in its third year of operatio


coffee is a competitve category in downtown fredericksburg, with no fewer than 10 coffee destinations within a few blocks. it’s not just about standing apart, but becoming that downtown destination everyone wants to enjoy.


this corner coffee shop needed help standing out, especially their nine or so competitors within a few city blocks.


become the “can’t-miss destination” of downtown fredericksburg via the one-of-a-kind handmade drinks and cakes.

creative output

this project wasn’t about peppering various platforms with content. it was about delivering the right content to stand apart from the many points of competition. 


it was surprising that no other downtown eatery had claimed red, white and green for their identity. we were quick to, and coupled it with an emphasis on a traditional, family-friendly positioning strategy that contrasted well with the other coffee options available.

website design

the italian station operated without a website for the first two years of business. a new website would allowed them to promote new items, post their menu, announce new events, and accomplish a host of other objectives. it’s tough to get discovered online without a website.

content creation

as one of our braver clients, the italian station embraced the personal side of social media and agreed to a number of ideas that included a good amount of video promotions for holidays, sales, announcements, and more. their coffee and cake didn’t do bad, either. 

social media

restaurant marketing is a numbers game. consistency is just as important as the quality of food and the courteousness of the service. this was a project where staying on message and on schedule was paramount, as a competitor was always posting.

search engine optimization

google is no less competitive than the coffee. we worked diligently to get the website competitive on google for a variety of relevant search terms. we also leveraged the italian station’s professional relationships for the valuable back links they would provide us.

graphic design

hyperbole designed a number of projects for the coffee shop, including new trifold to-go menus, flyers, business cards, item postcards, posters and stand-up banners. we also assisted with branding and design for various events at the shop.

event promotion

hyperbole assisted with creating and / or promoting a number of events. this includes coffee with a cop with the fredericskburg police department, the italian station’s third anniversary,  a sit with santa event, a non-profit paint night and more.

product marketing

to build a buzz with the local college, hyperbole created the “eagle latte” with custom m&ms that paid homage to their mascot. this was promoted with discounted prices for students and faculty in a show of support from local business.


high-quality, professional print products for a fraction of the price of competitors. this allowed the italian station to spend more money actually marketing their products and events instead of investing a ton in costly print items.

it's all about becoming a downtown destination

website design

you’ve got to get clicks to get the word out about your coffee. after two years, the italian station was getting their first website. the project had to be light on its feet to provide a pleasant browsing experience on smartphones from people looking for coffee around the corner. it also had to provide easy access to the menu and upcoming events at the coffee shop. 

content creation

there’s no shortage of content with coffee and cake around. it doesn’t hurt that our office is also just around the corner. we’ve done more product shoots than we can count, including focuses on seasonal drinks, italian piadina flatbread sandwiches, christmas desserts, gelato and more. we also couldn’t have had more cooperation from the employees, as they are always eager to get in front of the camera and promote their business.

you could eagle a little, or eagle a latte.

the eagle latte

we wanted to show some support to our local hometown college, the university of mary washington. we thought of no better way than to create a branded “eagle latte” with custom designed m&ms printed with the college eagle mascot and “umw” initials. we received some fantastic support from the university, including president paino visiting and taking a few pictures with the staff and a latte for himself!

coffee with a cop

another proud accomplishment was our coffee with a cop events held in conjunction with the fredericksburg police department. this was an event to build relationship and goodwill between the local police department and the city at large. it was an honor to help establish the italian station as the hub for this event, and it was a blast working with the department and getting to know the officers a little better.

our results

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combined monthly impressions

"incredible, knowledgeable, professional...their work for our coffee shop is impressive!"




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it’s not marketing…it’s a movement.

805 Princess Anne Street #3 Fredericksburg, Virginia 22401

540.424.7653 | info@myhyperbole.com

  • +40-200-4286-09
  • office@publibox.com
  • 83 Barbara St, Newark, NJ 07105

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