| Square One Coffee
2010 REBRAND 100 Winners >merit
Industry: Beverages
Component Rebrand
Country Base: USA
Below: Before Images, Rebrand Images, Summary, Credits
Summary:
Industry Setting - Square One Coffee is a small roaster and coffee retailer in Lancaster City, Pennsylvania. They currently operate a single establishment in the downtown business district where they only roast 100% organic and 100% Fair Trade Certified™ beans, making them one of the few roasters in the region to do so.
Challenge - New ownership took over Square One in 2007 and saw an opportunity to grow the brand and compete on a larger scale. They believed in the excellence of their product, but realized they needed to elevate the aesthetic of their presentation in order to attract more wholesale customers and the ever-fickle retail buyer.
Strategy - After reviewing their existing brand and core values, the decision was to develop communication geared around the ideas of a "passion for coffee" and a "belief that people matter." It was also important to communicate the unique nature of their operation (100% organic, Fair Trade, and roasted on location). The primary goals were to refresh the current logo and completely overhaul the packaging, in hopes of increasing sales and driving a new awareness of the brand's professionalism.
Result - A refreshed logo and packaging were developed that communicated the key sales messages and created a raw aesthetic that was instantly embraced by their customers. The company experienced a 50% sales increase in the first week of the relaunch and sales remain strong. Additionally, the Square One Coffee is now being sold in Whole Foods stores in the Philadelphia market, potentially one of the biggest wholesale opportunities the company has ever experienced.
Credits:
Client: Square One Coffee - www.squareonecoffee.com
Brand Strategists/Designers: The Infantree - www.theinfantree.com
Principal, Creative Director; Strategy, Design, Illustration: Ryan Smoker
Photography: Jeremy Hess Photography - www.jeremyhessphotography.com
Printing: Pacific Bag, Inc. - www.pacificbag.net
Website: k*sco studios - www.kscostudios.com
Design: Kevin Scotten
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