_Corporate Essentials
Positioning & Strategy
Brand Identity/Design Elements
Uniform/Vehicle Branding
Campaign Development
Web Design
A coffee company stops selling coffee and starts selling culture.
_Overview
Having experienced rapid early growth, an office pantry supply company had reached a point of stagnation in its business growth. The new target market - metropolitan New York City - presented significant unique marketing challenges. The tactics that opened doors outside of the city and surrounding boroughs lost traction amidst competition boasting far superior strategies.
In order to reach the company’s growth goals, a full rebrand, positioning and digital marketing strategy would be required. The initiative began by taking a holistic inventory of the brand, its strengths and weaknesses and identifying any market opportunities that the company was well-positioned to take advantage of.
The opportunity was found in a seemingly counter-intuitive notion…stop selling coffee and start selling culture. The concept was born from an examination of the benefits of hiring Corporate Essentials to supply your office with healthy food and drinks. The impact of these services has a direct effect on talent retention and acquisition, workplace happiness and corporate culture. The strategy would lead with building a brand that championed positive, productive office environments and fostered corporate culture. The product itself would support this mission rather than be the primary focus.
A great tagline has the ability to encapsulate a brand’s proposition in one line of copy. For this rebrand all it needed was four words.
_Rebrand
The need for a more professional, scalable and memorable brand identity was a critical first step in the engagement. The existing logo was far too unsophisticated to compete with the competition. Not only was the current identity tired and out-of-date but it’s use of specific imagery limited the company’s planned product and service expansion into full menu offerings, made-to-order services and custom options.
The existing logo looked like it belonged in the window of the Central Perk (Friends coffeeshop) not emblazoned on the sides of trucks in Manhattan. Additionally the name was nearly illegible at small scale and could not be replicated on signage and uniforms.
The Old Logo
_New Logo
Working with the logo application in mind, a modern solution was created that combined the monogram “c” and “e” with the familiar icon for power on electronic devices. The resulting mark was rotated off axis to create a sense of whimsy and approachability - almost reminiscent of a smile. The new mark was combined with a cheerful, bold palette and lowercase custom font.
_Brand Touchpoints
The new brand was applied to a full identity package, all corporate templates, packaging, signage, etc. A fashion-forward, corporate uniform was developed for delivery and service technicians. The uniform included an extremely popular custom FlexFit flat brim hat and Under Armor polo shirts.
_Fleet Branding
The company’s large fleet of vans and delivery trucks were outfitted in full vinyl wraps that included a rear cross-promotional panel for vendor graphics and advertising space to promote offers and social media campaigns located on the roof of the vehicles to be seen from high rise buildings while traveling in the city.
_Digital Properties
A full inbound marketing and content strategy was planned and executed supported by a new site, social campaigns, email and interactive mobile experiences.
