Crafting a Story for Every Cup
BACKGROUND :

The Kauai Coffee Company

With over 4 million coffee trees grown on 3,100 acres, Kauai Coffee Company is the largest coffee grower in the U.S. As a true Hawaiian coffee estate, Kauai Coffee provides a genuine seed-to-cup experience. From growing to roasting to grading and packaging, all of the elements of coffee manufacturing and production are completed on-island at the estate. The brand and its on island operations had sold several years back to Massimo Zanetti, best known in America for its portfolio of well known legacy coffee brands.

CHALLENGE :

Elevating the Brand Experience

Kauai Coffee Company was struggling to maintain relevance in an exceedingly crowded industry. They wanted to drive awareness, build brand equity and support sales initiatives but couldn’t produce the necessary marketing materials internally to achieve their goals. This meant they needed outside expertise and resources to overcome their challenges. Kauai Coffee Company engaged Bolin to help enhance their overall brand messaging and appearance as well as launch new coffee products, develop photography and video content, optimize their subscription program and create numerous materials to bring awareness to their beloved coffee and incredible on-island estate experience.

SOLUTION :

Putting Some Craft into Coffee

Bolin’s initial opportunity to refresh the brand came as part of a product launch for a new ‘cold brew’ product line to be sold through grocery. Packaging needed to retain the core elements of the brand’s iconic identity while incorporating a bolder, simplified graphic design. Re-imagining the customer experience for online subscription members came next where we incorporated natural (kraft) materials to reflect the brand positioning while delivering an unexpectedly premium experience for subscribers on a monthly basis. We refreshed the brand’s photo and video libraries through several content-gathering opportunities and enhanced the on-island visitor center experience with a new visitor center video, a visually-stunning photo anthology book (to be sold at retail) and provided concept drawings of a reimagined visitor center experience.

RESULTS :

Putting Some Craft into Coffee

Massimo Zanetti continues to evolve and modernize the Kauai Coffee brand while staying true to its legacy and brand heritage. Our brand design work early on established the foundation for future new product extensions and roll outs. Kauai Coffee’s visitor center experience continues to rate as the island’s most visited and best-rated attraction.

STRATEGY

Brand Strategy
Competitive Audit
Product Positioning

Audience Segmentation
Messaging Matrix

CREATIVE

Identity Design
Iconography

Package Design
Sales Collateral
Photography + Video
Social Content
Web Design

MEDIA

Programmatic
Geofencing + Geotargeting
Mobile + Display
Native
Social

Video

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