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Any brand celebrating a 50-year anniversary can face an age-old challenge—attracting new customers without alienating old ones. The Coffee Bean & Tea Leaf wanted to evolve to stay relevant, while staying true to their heritage.

Brand Story  /  Brand Identity  /  Packaging  /  Retail

First, we identified which aspects of their brand story would get Millennials percolating — like direct relationships with farmers, and hand crafted, small batch roasting and blending. The brand needed a more premium look and feel at every touch point.

The overall rebranding was so successful they were acquired by a private equity group and recently opened their 1000th store in Japan.

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