SEATTLE - January 23, 2005 - Following a decade of success, Tully's Coffee, one of the pioneers in the specialty coffee category, approached Kendall Ross, a strategic brand development and design firm based in Seattle, with a request to help the coffee leader create a new retail offering for its chain of stores. The result is Tully's Coffee Harvest, an integrated program of point-of-sale consumer communication, branded packaging, retention marketing, and employee product knowledge aimed specifically at boosting the brand's recognition as a premium coffee leader.
"Tully's felt that with its increasing market share for espresso drinks, teas, and shakes, there was a danger of its core product becoming lost amongst the other offerings - this program was aimed at preventing that from happening," said Tim Ross, principal at Kendall Ross. "This project is as much about education as it is about design and marketing. We knew we had to communicate a sense of authenticity in all of the materials, differentiate the new products, and speak to Tully's coffee pedigree and expertise."
As the new Coffee Harvest sub-brand was created specifically to offer products not available in supermarkets, the program had to encourage and increase traffic in Tully's stores. To help provide insight into the business challenge Kendall Ross began with a visual audit of Tully's and its competitors' store interiors and examining all point-of-sale and promotional materials. From that market research, the firm created a distinct, branded communication strategy and collateral program for Tully's Coffee Harvest based on the concept of a coffee expedition. Reminiscent of historic journeys, the materials communicate the products' global sources and seasonal harvests. The copy highlights tasting notes and intriguing bits of distinctive information on the countries and their coffee culture and reinforce the romance of the expedition.
"You can have a great concept, but the challenge is making it come to life in a store environment. Many brands struggle with translating brand messaging at the store level," adds David Kendall, principal and creative director at Kendall Ross. "We truly wanted to design an experience. Our goal was to educate the customer without overwhelming them, then create a point of sale campaign that is smart, entertaining, user-friendly, and takes the customer along for the adventure."
The second season of the Harvest program, featuring coffees from Africa, Arabian and Indian regions, hits stores in January 2005. Extensive visuals and details are available upon request.
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To learn more about this project, or any of our featured work, contact our client development team via email or call +1 206.262.0540.
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