Ontario, Canada’s Reunion Coffee Roasters, previously referred to as Reunion Island Coffee, has executed an entire rebranding to boost its social mission whereas eliminating island-related confusion amongst clients.
Based 24 years in the past by Canadian coffee skilled Peter Pesce, the corporate turned a licensed B Company two years previous to being named Roast journal’s 2015 Roaster of the Yr.
Day-to-day operations of the corporate — which at the moment has two cafes along with its Oakville, Ontario, roastery — are actually overseen by Adam Pesce. The youthful Pesce advised Every day Coffee Information that the unique identify for the corporate was derived from the island off Madagascar the place French missionaries launched the bourbon selection from Yemen within the 1700s. Whereas an fascinating historic reference, the identify at instances brought about extra confusion than curiosity.
“We’re a Canadian firm and we need to proceed to be a Canadian model. The phrase ‘island’ was simply complicated,” Adam Pesce mentioned. “We wished extra deal with the social facet of coffee as a substitute of the idiosyncratic story of coffee.”
The Reunion Coffee crew took the identify change as a chance to refresh the model from high to backside, though a part of the problem was to not disregard almost 1 / 4 century of name loyalty.
“We actually wished to lean into the concept of a heritage model, as a result of we’ve all the time been in a position to preserve consistency from a top quality standpoint and a customer support standpoint,” Pesce mentioned. “Now we have all of the hallmarks of what you’d take into account a heritage model within the specialty coffee [industry].”
For the challenge, the corporate enlisted the assistance of the Toronto-based agency BlackJet together with its personal in-house designer, Josh Little. The result’s a brand new “R” brand positioned prominently on Reunion’s baggage, and a mountain brand on-line and on different printed items.
“Our clients and employees have been loving the ‘R’ brand and it’s shortly changing into our favourite icon for Reunion,” Pesce mentioned. “I’m additionally an enormous baseball fan and the ‘R’ kind of resembles an old-fashioned baseball brand, which I like.”
Constructing upon colours established by the earlier Reunion Island look, the scheme now features a burgundy designed to recall the deep purple of a ripe bourbon cherry, a beige to recall inexperienced coffee in parchment, and light-weight oranges and yellows to replicate the crema of espresso.
A fair bolder search for the model is displayed by way of its new chilly brew and tonic cans, created in collaboration with Toronto chilly brew model and personal label beverage firm Station Chilly Brew.
“The response for our rebrand has been nice,” Pesce mentioned. “Now we’re going to actually deal with our core competencies like roasting and serving nice coffee to our clients.”
Craig Batory is a author, marketer, and coffee skilled working and
residing in Detroit.