How to make friends without even trying

Being a good host is fundamental to creating a positive brand experience. In a world where we’re constantly subjected to the push of messages, it’s an entirely different experience to be welcomed in and treated like a guest. Good hospitality encourages us to drop our defenses and participate in a more meaningful way.
BASF knows that almond growers make buying decisions based on trust they’ve built with suppliers. We designed this casual, diner-inspired “booth” to be a place for plain talk and authentic relationship building.

The push of information came in understated places like table toppers and custom, laminated menus.
BASF staff behind the counter served donuts and hot coffee in take-home mugs.
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