The Coffee Bean & Tea Leaf was the original coffee house. Based in LA, the brand launched in 1963, sourcing from family owned farms around the world and roasting locally in California. Over time, this story had been forgotten. Pitch was brought in to develop a refreshed strategic vision, based in data, insights, and custom research to make the brand relevant for today.
The Coffee Bean & Tea Leaf’s overarching vision, story, and guidelines - it ensures consistency across all communications.
We redesigned all in-store communications for a premium look and streamlined the menu based on user-testing results to help drive sales.
We designed a new visual treatment for products to create brand consistency and highlighted real ingredients and core menu items.
We brought the brand story and history to life through POP and packaging.
While we weren't the architects, Pitch brought the brand into stores through the branded art and creative accents, like “Fresh since ‘63, local forever”.
We helped launch new drinks that were relevant to today’s coffee and tea house visitor. For example, we designed the identity for Nitro and Cold Brew, beating the big guys to market with their brand.
We skinned the app and created content to promote downloads and usage.
Our brand campaign brought messaging beyond the store – with a focus on communicating core products and driving traffic to strategically selected locations.
We developed a content strategy for social with specific content pillars, targeting, and influencer marketing, growing followers by the thousands and improving audience engagement.