Boyd’s Coffee
It was time for this legacy brand with more than a century of West Coast equity to evolve and be relaunched as a national flagship.
Making a Fresh Pot of Coffee
When Farmer Brothers invested in a major SKU rationalization and brand-portfolio makeover, leadership knew the evolution could throw its sales force and customers for a loop.
So, the company’s marketing team partnered with NewPoint to bring its brands into sharper focus for both internal and external audiences—starting with what would become Farmer Brothers’ new flagship premium coffee brand.
Starting with a Robust Strategy
- Take a 122-year-old, strong regional-equity brand and repackage it for a more contemporary coffee drinker in a national market.
- Evolve the brand to simultaneously present as new for everyone, but familiar to many.
- Develop new B2B brand messaging for operators, with a B2C component for their customers, to support both a push and pull-thru marketing approach.
- Most important, make sure sales understands what’s changing, why, and how to go forward with a new mission and product portfolio.
Project Components:
• Market Research • Consumer Persona Research • Consumer & Operator Survey Development • Sales Team Interviews • Consumer Brand Development • Consumer and B2B Campaign Development • Foodservice Packaging Design • Channel POS Design • Inside Sales Support • NRA Trade Show Design