Leading hot beverage suppliers Bewley’s asked us to help turn around an American subsidiary, Java City, that roasts, serves, and supplies coffee into foodservice across the US East Coast. The brand needed a new look, tone and feel, as well as a robust infrastructure that could be rolled out across hundreds of locations.
Our strategy team conducted in-market research as a foundation for the creative approach, and then we took our creative concepts back to the US to be consumer tested. The concept we delivered was centred around the idea of Java City representing a simple, everyday pleasure, with a mission to turn coffee drinkers into coffee lovers.
