background
The original mainstream artisanal coffee company rooted in traditional New England values faced a period of growth stagnation as their visual brand language was no longer communicating their PODs in a way that would attract younger customers.
insight
The quintessential new england stereotype—the Puritan work ethic and refusal to compromise, the covered bridges and values of craft and heritage—still appealed to younger coffee drinkers, and was still at the core of New England Coffee. It just needed to come through in a modern way to connect with a new audience.
approach
Their core equities of beige, the landscape illustration, and boldly worn typographic style, were re-invented. A modern travel journal approach to the scene would invite consumers to taste the impact of New England values on their brew. A distressed stamp brandmark nodded to the heritage and craft, and an updated portfolio architecture made sense of proliferate flavors, seasonal offers, and innovations in the ready to drink and premium single origin spaces which would further enable them to bring great coffee to everyday people
impact
Striking the perfect balance between heritage and modernity, elevated craft and everyday appeal, the refreshed New England Coffee company was able to sell in their new look to Bed Bath and Beyond nation-wide and grow their reach with single-serve pods which haloed back to bagged coffee in supermarkets, and in foodservice, and gave the credibility to launch new products to respond to a changing landscape.