Rebranding The Coffee Bean & Tea Leaf

The Project: This project was to rebrand an existing company, The Coffee Bean and Tea Leaf. I chose this company because it is a well-known, high-quality brand and has a broad range of products. The idea was to create an updated look that fits into the modern day and still stays true to their original style.

The Challenge: Despite its reputation, the brand faced the challenge of overcoming customers’ preconceived notions and biases. Rebranding required navigating skepticism and repositioning the brand in the market.

After

The Solution: To reposition the brand, emphasis was placed on highlighting its unique offerings and distinguishing factors. The Coffee Bean & Tea Leaf was positioned not just as a coffee shop but as a culinary experience, offering a variety of meals and hosting events. The brand’s line of cakes and pastries, perfected over years, became a key selling point. Additionally, their proprietary brewing system ensured quality and consistency, setting them apart from competitors.

Targeting diverse markets, particularly in Asia, where the brand had a strong presence, was crucial. Leveraging almost a decade of success with 400 stores in the region, the rebranding efforts tailored strategies to local preferences.

Recognizing the importance of attracting university students, the brand introduced student discounts and events, catering to their desire for both quality and affordability.

Results: The rebranding efforts culminated in a refreshed image for The Coffee Bean & Tea Leaf. Through a new logo, style guide, and marketing collateral, the brand successfully communicated its updated identity. Customers were encouraged to view the brand in a new light, recognizing its unique offerings and commitment to quality. As a result, The Coffee Bean & Tea Leaf set a new standard in the market, appealing to both loyal patrons and new audiences alike.