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Boston Stoker Coffee 1


Boston Stoker Coffee Co.

Dayton, Ohio  |  Business to Consumer  |  Rebrand

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Boston Stoker Coffee 1


Boston Stoker Coffee Co.

Dayton, Ohio  |  Business to Consumer  |  Rebrand

“Life is all about timing. Our family had just started transitioning the ownership of the company, so it was the perfect time for us to refresh our brand. Since joining forces with Jän and his team, we have seen immediate increases in sales with lots of new customers coming through our doors.”

HENRY DEAN, VP, BOSTON STOKER


Before and After

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Henry Dean, Boston Stoker's Vice President, had a new vision and strategic direction he wanted to take the company towards. The Dayton coffee roaster, wholesale and retailer had a reputation for drive thru, and flavored drip coffee. He wanted to leap frog and impact the industry by selling direct trade, single source, and slow-brewed coffee.

Goal: Help transition and implement a new strategic direction.

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Boston Stoker Coffee 2


Visualizing the Transition

Boston Stoker Coffee 2


Visualizing the Transition

Clearly defining where you are going and why customers should care.

A brand's foundation is aligning and built on the company's vision. 

VISION

Impact the coffee community, especially the families and communities of the coffee growers.

HOW

Raise the standards of how coffee is grown and harvested by developing our own certification process.

Influence our community of coffee drinkers through education–the best flavor extraction, roasting and brewing processes.

 

IMPACT

Support and change the lives of coffee industry at the point of origin by supporting higher wages, giving to local charities and provide education for entire process.

Impact the coffee community from start to finish. 

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Boston Stoker Coffee 3


Perfecting Purpose 

Boston Stoker Coffee 3


Perfecting Purpose 

From Start to Finish, A Better Bean.

Coffee is a people business from seed to cup. Boston Stoker has spent close to a decade traveling the globe searching for the perfect cup, cultivating relationships with farmers and cooperatives so they can provide the best direct trade, single-source bean to bring back and handroast in Dayton. It’s all about finding the best beans and supporting the farmers who grow it. Because better care for the farmers means better conditions for the crops, which means better coffee for you.

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Boston Stoker Coffee 4


Explore the Brandspace

Boston Stoker Coffee 4


Explore the Brandspace

Differentiate yourself from your competition


Analyzing the brandspace we see common elements we need to avoid.

  • Countless brown craft packaging 

  • Many extremely glossy plastic bags

  • Common bags with different labels 

  • Overuse of wings in logos

  • No use of flavor profiles on the bags

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Boston Stoker Coffee 5


Distill Message

Boston Stoker Coffee 5


Distill Message

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We distilled the company's essence into a single graphic that helped provide direction throughout the process.

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Boston Stoker Coffee 6


Create Brand Symbols

Boston Stoker Coffee 6


Create Brand Symbols

Creating a system of quickly identifiable badges.

Direct Trade is the future of quality coffee. Having your own certification of cultivating, growing and processing insures the highest level of quality. Creating badges that signify and qualify the difference is paramount for communicating the brand promise.

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Boston Stoker Coffee 7


Create Brand Tools

Boston Stoker Coffee 7


Create Brand Tools