The Coffee Bean & Tea Leaf was one of the original coffeehouses paving the way for the current coffee culture explosion, yet this story had been forgotten over time. The Coffee Bean & Tea Leaf had come under threat by a surge of new, independent coffeehouses and needed to future proof the brand.
Through data insights and custom research, our first step was to create a strategic vision for the brand, making it more relevant to today’s consumer.
The next step was to refresh the brand’s story with a consumer-facing identity that was cohesive and consistent across all touchpoints. To ensure all communications consistently communicated this identity, a Brand Book was developed. This book guides all pieces of communication, acting as a style guide inclusive of logo, typeface, product, and brand visuals.
We redesigned all in-store communications to reflect the new creative direction. First we focused on retail communications – the Menu Boards and POP. These essential pieces give the brand a streamlined and premium look while working hard to drive immediate sales.
In-store posters featured the product as the hero, complimenting the Menu Boards and any other in-store communications.
Other in-store POP communications were used to tell the brand story – specifically its compelling heritage and distinct and welcoming personality.
Coming out of our new strategic vision and our creative Brand Book, we worked with The Coffee Bean & Tea Leaf to extend the new look and feel by renovating their retail coffeehouses, making them more relevant, cool and aspirational.
A key insight from our research was that lapsed and competitive coffeehouse customers felt they had outgrown The Coffee Bean & Tea Leaf. They believed our products were too sugary. To move the brand forward, we launched premium drinks for a mature palate. Our charge was to help innovate new products that would push the brand into a new direction.
The app was the most personal piece of communications so it was critical that the brand message was clearly coming through. In this medium, it was important to focus on branding as well as real added value elements.
The new strategic vision and brand identity was a true 360 campaign approach being implemented across all communications including Out of Home, Digital, and Social and ensured the brand was delivering the same consistent message at any touchpoint.