This is VERY brand new so the concept is evolving & you can be free to influence. I want to sell coffee & later cookies (Captain Cookie - separate design later - captaincookie.com.au) via captaincoffee.com.au I want a character that people might identify with (like Ronald MacDonald but I think he's plastic & boring) that will be on my website, coffee packaging etc & that I might dress up as too if I go to shows, shopping centres etc. I'll probably have some byline like "Bringing the World's BEST Coffee to You". I plan on a blog, social media etc so I am responsive to the market. Friendly, "I hear you and respond" etc. Will have a Captain's Club, retail sales, online sales, sell from kiosks at fairs etc.
I want to get to people that may not currently drink "real coffee" but do drink "instant". They are probably 30-70 years old, male & female & all in Australia & later I'll target New Zealand. They are probably middle-upper socio-economic where food & drink matter but probably not at the very "top end". I want to persuade them that bean coffee can be quick & easy to prepare (they are likely time-poor), well-priced and VERY nice to drink. I plan to EDUCATE them on coffee & then persuade them to buy it both online & in shops, markets etc.
As I want to change their ways, although Captain Coffee is a cartoon "person" he is also discerning, reasonably colouful - but not "silly". Maybe he (I don't think that "she" works but I'll be guided) has a "coffee bean" face or a "coffee bean hat". Maybe he IS a coffee bean! Maybe he has a deeply lined, coffee face. Maybe he sails a boat (although that may deflect from his message). I don't know - but I hope that you can show me!
I want this character to be recognised as I promote and to tie all of my marketing together on my web page, in-store posters, coffee cups, educational material (I'll have quite a bit of that as I have to change perceptions) & maybe a dress-up costume.
I don't have any particular colours in mind but "coffee" and later "cookie" would seem to dictate a band of colours don't you think?