Smiths Coffee
Branding
Project Synopsis
- Client Smiths Coffee
- Sector FMCG
- Discipline Branding
- Collateral Brand Identity
Brief
Smiths Coffee Co. are one of the largest suppliers of specialist
coffees in the UK. Their existing identity was tired and did not
resonate with consumers, however their name had a vast amount of
equity in the FMCG sector. The challenge, was to engage a younger
audience and reposition the brand accordingly.
Research & Analysis
The initial stage of the rebrand, involved the compilation of a
positioning document, consisting of target demographics, competitor
analysis and wider market research. This document enabled Wildfire
to gain insight into the demographics of the new target audience,
and highlight niche opportunities for the brand.
Creative
The final identity retains the original brand equity, which was
integral to the brief. The brand also delivers a more warm,
approachable look and feel. This was complimented by the consumer
packaging, which was bright, vibrant and contemporary in its
styling.