From worrying about each other to believing in each other
How do you regain the magic?
Coffeecompany was once at the forefront of Dutch coffee culture. The quality and craftsmanship are still there, but a sharpened brand story was needed to continue playing that inspiring role. The question was clear: how do you rediscover the magic and make it tangible again for guests and employees? The answer came in the form of a new brand promise that provides direction and delivers visible results.
Breakthrough suddenly is possible
“The collaboration with Fresh Forward was a hit. In record time, together we found the core, the magic of coffeecompany. Which was always there, but we hadn't discovered. The combination of exercises and available brainpower suddenly made this breakthrough possible.”
Alewijn Brouwer, Brand Director at coffeecompany
Pace, imagination and focus
Together with coffeecompany's core team, we dove into a compact, intensive two-day process. No thick reports or long analyses, but pace, imagination and focus. We brought trend insights together with the brand's DNA and worked towards the core. What makes coffeecompany unique? What do you want to trigger in people, every day?
Brand promise that sticks
That approach led to a clear repositioning and a brand promise that sticks: coffeecompany unlocks your day. A promise that goes beyond coffee alone. It's about opening moments. Energy in the morning, focus during work, inspiration on the go. From this thought also arose the BrandManifesto, which gives direction to behavior, choices and communication. From barista on the floor to branding on the street.
Effect immediately noticeable
Coffeecompany selected five showcase stores to be the first to carry the new positioning. That's where everything came together: the story, the vibe, the experience. The effect was immediate. These stores perform demonstrably better than the rest. Customers feel the energy, employees recognize the entrepreneurship and communication is once again consistent and powerful. The brand is moving again, from the inside out.
magic is back
The tipping point was in the moment when everything came together in one sentence. coffeecompany unlocks your day gave direction to brand story, assortment and customer experience. It immediately felt proprietary and right. That clarity now ensures more connection with guests and better results in stores. The magic is back, working its way into every cup of coffee.
Leading coffee brand
Coffeecompany is a leading coffee brand in the hospitality and retail sector, with 34 locations in Amsterdam, Rotterdam, Den Bosch, Breda and Delft, among others, and its own roastery in Amsterdam.
Time for more magic in your brand?
We help you make the difference tangible again for clients and teams.
Contact me.
Tess Moonen
