Barnie’s Coffee & Tea Co. and The Wagner Agency team created a new way to describe coffee varietals as part of the brand’s evolution and move into the popular national coffee trend called Third Wave Coffee.
Together with Barnie’s, we created a new brand image that positioned the brand as a destination for both coffee connoisseurs and the average coffee drinker seeking more education on their choices. New verbal and visual messaging, logo, and brand identity turned the vision into Barnie’s CoffeeKitchen—a hip coffee restaurant with experienced baristas and a new set of food items.
A Coffee Movement
The new coffee enthusiast views coffee with the same level of appreciation for wine and fine food. The subtle differences in flavor, bean varietal, and growing region are all important parts of the customer experience and coffee journey.
Our strategy began by building brand awareness with a halo of goodwill with the Orlando community’s involvement. On National Coffee Day (September 29th), we rallied the entire city with a teaser campaign followed by a mock protest in front of City Hall with free coffee offered to all who attended. The City of Orlando’s Mayor Buddy Dyer answered the chants by the mock protestors and declared September 29th Barnie’s Coffee Day in Orlando.
More than 10,000 cups of coffee were sampled during the experiential marketing activation and successfully garnered more than 325,000 earned media impressions.
In addition to the brand identity, we developed new packaging that split the Barnie’s CoffeeKitchen coffee varieties into three basic mood states. Using Robust, Comfort, and Intrigue as categories, baristas were now able to suggest coffee varieties according to the mood of their customers.