Same history, new wisdom
A change of ownership for Coffex Coffee Roasters (CCR) presented the opportunity to revolutionise the brand and restore trust by leveraging the knowledge and wisdom gained over its long history. A significant increase in competition from numerous boutique coffee roasters was driving the need for the new owners to rethink how to position the brand.
Fluid partnered with CCR, applying our Agile Creative Strategy process to implement a new brand strategy that addressed core challenges in a distinctive way. By leveraging CCR’s 50+ years of history, we helped them refocus their brand narrative around expertise and knowledge. We did this by building equity in the Sage archetype, with an altruistic tone of voice. As a result, CCR now has a distinctive difference that enables them to stay relevant. The first step in the strategic process was a two-day alignment workshop to get management, sales and the marketing team on the same page. The workshop identified many under-performing aspects of the brand and visual identity.