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.

After

The Challenge

Even with the best intentions, old customers may have a difficult time overcoming their previous knowledge and bias concerning the brand. The goal is to get over that initial hump of skepticism and to re-position the brand in the marketplace.

The solution

To re-position the brand in the marketplace The Coffee Bean & Tea Leaf had to change their customer’s perspective from “just like any other coffee shop” to “this coffee shop does more than just serve coffee”. I was able to re-position this brand with their point of differences and use those marketing strategies across all platforms. The point of differences are: CBTL is a coffee joint with meals, offering events. They have their own line of cakes and pastries which has been perfected over years of trial and error. CBTL has its own system for brewing beverages that set them apart from other chains and local shops, due to its quality control & consistency. Diverse markets such as Asia where they’ve had success for almost 10 years now adding up to about 400 stores. Additional student discounts & events were two additional ways they managed to attract university students that love their products but are also looking for price reductions in order to save money when it comes time to buying. As a result CBTL was set to a new standard to give their customers a new perspective. Assets included a new logo, style guide, business cards, and other marketign essentials for the brand.