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Brand Development
Client
Farmer Brothers Coffee
Industry
Food B2B Channel Sales
Category
Brand Development
Year
2024
Challenge
Take a 122-year-old, strong regional-equity brand and repackage it for a more contemporary coffee drinker in a national market. More important, make sure the sales team understands what's evolving, why, and how to go forward with a new mission and product portfolio.
Process
Conduct market and coffee-drinker-persona research to bring the ideal target into sharp focus. Then, collaborate with Farmer Brothers' marketing and sales teams to anchor the Boyd's brand in its history, while steering it toward its new vision.
Solution
Write a completely new brand book, along with channel-sales talking points, while working with visual-design teams to create new foodservice packaging and campaign-oriented, point-of-sale graphics.
Role
Brand Strategist & Copywriter
Location
Northlake, Texas
