Tony's Coffee

Growth in a saturated market

Situation

Tony’s Coffees and Teas was a small regional coffee roaster that had a strong local following. They wanted to grow in a market that was already saturated with well known coffee and tea brands.

Insight

  • Coffee and tea customers place high value with companies that are eco-friendly and incorporate fair-trade, shade grown coffee policies.
  • Although Tony’s customers were largely unaware of it, the company had a strong eco and fair-trade commitment — they had a great story, it just wasn’t being told.

Strategy

Our strategy to help Tony’s increase market share centered on developing a new brand position that brought to the surface and aligned the social and environmental values that were important to both the company and their customers.

Results: 
  • Sales increase in the first six months
  • Tony’s continues to gain market share and solidify the long-term customer loyalty that has been the flagship of their brand from the beginning
Campaign Components: 
Strategy Platform
Logo
Labels
Packaging for ten products

"We’ve been getting very positive feedback...I wanted to thank you for your efforts and compliment you on the results."

Todd Elliott, President
Tony’s Coffees & Teas