How might we re-position a coffee brand to communicate something simpler than competitors?

“As founders, we had a clear vision for our product and business, but growth has stalled, and we feel we’ve lost our way a little. How might we work differently as a team, to re-position our coffee brand to stand out in a crowded market - staying true to the founders’ story and the quality of the product?”

Rich facilitated a series of workshops, to bring fresh thinking about a changing coffee market - as some customers seek more specialist beans, some look for hassle-free quality, some just a moment of escape, and others want ultimate convenience or value.

We then developed a long list of brand propositions and promises, to create a distinctive customer proposition that would cut through to customers and retail buyers. Narrowing options based on what felt authentic to the founding vision, the products, and the target customers.

Ultimately, this has led to the brand being re-positioned around the line of ‘makers of first sip bliss’, representing simple quality and a moment of glorious escape in a busy day.

food + drink scale up

brand positioning + proposition strategy

team + workshop facilitation