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.
We wrote The Coffee Bean & Tea Leaf’s brand story and guidelines, ensuring consistency across all communications.
We redesigned all in-store communications to reflect a streamlined and premium look, based on user testing for what drove sales.
We picked images that showed our core product and highlighted real ingredients.
We told the brand story through bold images and packaging.
While we weren't the architects, Pitch brought the brand to life through art guidelines, store decals, and accent pieces.
We helped launch new beverages to make The Coffee Bean & Tea Leaf more relevant, for example we beat the big guys to market with Nitro and Cold Brew.
We created content to promote app downloads.
We created a brand campaign that brought our messaging beyond the store
We focused content around the brand story and grew followers by the thousands.