PACT
Speciality coffee, delivered
Industries
Coffee
FMCG
What we did
A strategic rebrand, creating new visual and verbal identities
Deliverables
Strategy
Tone of Voice
Visual Identity
Verbal Identity
Illustration
Pact Coffee
Founded in 2012, Pact Coffee had rapidly scaled from kitchen counter startup to industry disruptor. Dealing directly with farmers meant Pact could remove the standard supply chain model, delivering fairer than Fairtrade coffee directly through the customer’s letterbox. With an identity that no longer matched the ambition of the brand and a core message that had been lost, Pact needed to get back to basics, articulating function and customer benefit across both the D2C and B2B arms of their business.
Speciality coffee,delivered to your door
Through a nimble strategic process, we identified key customer personas in order to understand their common need state, and built value propositions for both sides of the business. Recognising that a key differentiator was people - from the long-term relationships with the individual farmers, to the dedicated account managers handling each and every customer’s bespoke needs - we created an icon designed to symbolise the human promise at the heart of the brand.
Customise your cup
We made the brand warmer and more optimistic through a vibrant use of colour, whilst developing a bold and confident tone of voice that demonstrated the ease and simplicity of Pact’s totally bespoke product offer: changing your mind is no big deal.
Pact for business
Pact’s business-to-business arm lacked the prestige and personality of its rivals, losing them contracts with corporates for whom brand values needed to match their own. For decision makers in the workplace, choosing a coffee supplier is more than a simple exercise in managing costs - it can be an opportunity to reflect the values of a company, and demonstrate the worth placed on employee happiness.
Get moving
Recognising an opportunity to speak directly to those decision makers, we crafted a value proposition to explain Pact’s offer in the business world. A suite of illustrations that reflect the end user - notably absent from any communications in the competitor market - brought character to balance the direct copywriting consistent with the D2C brand.
“One year after our rebrand, revenues and subscribers are both up 42%. And store revenues, where brand perhaps has biggest impact, has grown 215%”
Paul Turton
CEO – Pact Coffee
Thank you
Paul, Will and the team at Pact Coffee.
Credits
Creative Direction:
Simon Menhinick
Strategic Direction:
Francesca Abbott, Simon Menhinick
Brand Story:
The Playground
Copywriting:
The Playground
Design:
The Playground
Illustration:
Jay Cover
Account Management:
The Playground
NEED YOUR BRAND TO FEEL MORE HUMAN?
Find us
25 D’Arblay Street
London, W1F 8EJ