Best practice from The Mission Advertising and Design
Following a three way tender, the North South Coffee Company appointed The Mission Advertising & Design (themissioncontrol.com) in July 2008 to create a new brand identity for the company that would reflect its passion and commitment for producing the finest, master roast blends.
Primarily aimed at business-to-business customers, the brand would also have to eventually evolve into a consumer-facing brand also.
Primarily, the challenge was that Ireland is not known for its coffee. Secondly, international brands such as Starbucks have come to dominate the market.
Launching a new brand in the face of such a monstrous competitor, the challenge was to educate buyers as to the quality of the product selection and more importantly instil a name that would be remembered quickly and without the need to spend hundreds of thousands of pounds in marketing.
Having explored a wide range of possible brand names that reflected both the heritage and processes involved in the manufacture of coffee The Mission struck upon an ingenious idea.
Having immersed themselves in New York’s coffee culture, creatives from the agency found themselves responding to the accented Brooklyn pronunciation of the word coffee - ‘Koffy’.
What better name for a coffee company than to actually call it after the product – ‘Koffy’. Creative intuition was supported by commercial research findings that showed customers instantly remembered the name and associated it was a premium range of coffee.
With the name resolved, the matter of actually creating a distinctive look and personality for the new ‘Koffy’ brand could begin.
A local artist was commissioned to paint the brand name using actual coffee. This handcrafted typography formed in essence the company’s fundamental belief that it was all about the coffee – indeed what better statement of understanding and knowledge than to actually form your company brand out of the very product you are manufacturing.
Launched at the RDS in Dublin, the brand immediately attracted buyers from major hotel and restaurant changes throughout the UK and Ireland.
One buyer commented: “It’s a fantastic name and not one you’re likely to forget in a hurry. It’s strange but you find yourself putting on a Brooklyn accent when you say it.”
Another said: “I love the look of this. It’s modern, it’s fresh and it’s about time we seen something like it on the market. I know the next time I’m ordering coffee it’ll make me want to order Koffy.
One show in and a full order book to boot – Koffy has managed to do the unthinkable – it’s created an overnight market presence.
Check out 12ahead, our brand new platform
covering the latest in cutting-edge digital marketing and creative technology from around the globe.
12ahead identifies emerging trends and helps
you to understand how they can apply to modern-day companies.
We believe 12ahead can put you and your
business 12 months ahead of the competition. Sign up for a free trial today.