To create a new brand positioning and identity to strengthen the brand presence and relevance in existing and new market places.
REGGS created a refreshed brand identity that reflects the rich brand heritage; 190 years of coffee expertise. With that Smit&Dorlas reclaims its position of being ‘the coffee authority’ in the Dutch market.
Furthermore it formed a platform for launching new business concepts and establish the Smit&Dorlas Coffee Academy.
All of this was supported by our integrated brand approach and effective marketing mix of identity, packaging, POSM and communication off and online.
Based on the ambition of the Smit&Dorlas management we introduced a branding program to develop and embed the strategy internally. With the introduction of the new brand identity the goals became tangible for all stakeholders.