Making premium coffee accessible to all. Branding, strategic positioning, identity, brand guidelines, packaging, digital design, integrated campaigns, brand activations.
THE CONTEXT— Seattle’s Best was a neglected company. Withering sales, generic image, irrelevance. The only way to get them out of their decade long slump was a total brand reinvention, which challenged how the entire industry and culture thought about coffee.
THE SOLUTION— Together, we saw a gap between premium, complex coffee products and cheap, low-brow coffee products. On top of that, American culture viewed coffee only as utilitarian, serious and masculine. We defined the upscale middle ground as a blend of premium and mass appeal and replaced complex geographical identifiers with fun, easy-to-understand experiences. To do this, we had to massively transform the corporate culture, business model, products, retail presence, image and messaging of Seattle's Best Coffee.