Barnie’s Coffee & Tea Co. and The Wagner Agency team created a new way to describe coffee varietals as part of the brand's evolution and move into the popular national coffee trend called Third Wave Coffee.
The new coffee enthusiast views coffee with the same level of appreciation for wine and fine food. The subtle differences in flavor, bean varietal, and growing region are all important parts of the customer experience and coffee journey.
Together with Barnie’s, we created a new brand image that positioned the brand as a destination for both coffee connoisseurs and the average coffee drinker seeking more education on their choices. New verbal and visual messaging, logo, and brand identity turned the vision into Barnie’s CoffeeKitchen—a hip coffee restaurant with experienced baristas and a new set of food items.
In addition to the brand identity, we developed new packaging that split the Barnie’s CoffeeKitchen coffee varietals into three basic mood states. Using Robust, Comfort, and Intrigue as categories, baristas were now able to suggest coffee varietals according to the mood of their customers.