Client
Two Roads Coffee
Services
Brand Strategy, Brand design, Packaging, Digital design
Year
2023
Establishing an outstanding brand might appear challenging in today’s competitive marketplace. Nevertheless, when I had the privilege of teaming with the visionary brand Two Roads, the prospect of attaining exceptional brand recognition became a realistic goal.
Two Roads, with its unwavering commitment to quality and uniqueness, acknowledged the essence of revamping its brand strategy to match the excellence of its product. Their willingness to dream boldly marked the beginning of an exciting journey towards rebranding and relaunching.
Two Roads coffee aims to be more than just a coffee brand; it strives to be a catalyst for a happier, more purposeful life. This vision is deeply ingrained in their commitment to inspire healthier, happier lives with a sense of purpose, promote wellness and empathy, and support sustainable practices like regenerative agriculture. Their target audience includes explorers, leaders, and health-conscious individuals, and their communication strategy is designed to be conversational, knowledgeable, supportive, and honest, helping customers make informed health and wellness choices. Visually, the brand embodies ‘calm and clarity’ with a primary use of blue to evoke a crisp, optimistic morning. The visual strategy includes inspiring messages, uplifting imagery, and dynamic graphics with clean typography and empowered packaging, all aimed at encouraging customers to embrace their full potential.
The logotype for Two Roads coffee is designed to be elegant, simple, and versatile, featuring a few variations for different contexts. The central ‘T’ symbolizes a crossway, representing the choice of different life paths, encapsulated in an oval shape that also resembles a coffee bean. This cross-way design is subtly integrated into the ‘T’ of the logotype, emphasizing consistency and attention to detail for a cohesive brand identity. Typography and color are key elements; the chosen typefaces are consistent and legible across all brand communications. The primary brand color, Two Roads Blue, conveys clarity and optimism, supported by a versatile palette that includes three additional colors representing hemp, lion’s mane, and turkey tail, adding liveliness and youthfulness. For brand collaterals, various visual elements have been developed to translate the brand into tangible forms, playing an essential role in establishing the brand’s identity and allowing the audience to connect with its authentic visual essence.
Since we’ve repositioned the brand with a strong strategy, target market, and tone of voice, Two Roads was able to pivot its marketing strategy with clarity on who its influencers are, what the key brand message is, and how the tone of voice should sound. The ripple effect of these changes was significant. Two Roads experienced a seamless transition into a more cohesive and purposeful brand. The engagement levels soared as the brand message resonated with its newfound audience. Users felt a genuine connection, and this connection translated into stronger brand loyalty. With a clear strategy, target market in mind, and a unique tone of voice, Two Roads was able to produce content that was not just visually stunning but also deeply meaningful. Each piece of content became an opportunity to connect, educate, and inspire.
