How could a B2B coffee brand, hidden in the shadows of commercial coffee machines, emerge as a vibrant and engaging consumer brand in it’s own right? In a consumer landscape chock-full of notable coffee brands, we helped Kokebi find it’s place.
THE BACKSTORY
Kokebi, the coffee brand behind Logic Vending, had been a hidden gem, primarily known within the B2B market. While Logic Vending had tapped into a significant portion of their potential market, the brand's potential beyond the commercial coffee machine realm remained untapped. Recognising this opportunity, the MD envisioned Kokebi making waves in the growing coffee bean market.
THE PROBLEM
As a largely B2B product, Kokebi lacked a distinct brand identity and market presence. Without a compelling narrative or strong visual appeal, it struggled to stand out in the crowded coffee market.
THE SOLUTION
To establish a unique position, Kokebi needed a brand story that resonated with consumers. We sought to create a brand that was approachable, fun, and offered high-quality coffee without the pretence.
Our approach involved:
- A Playful Brand Personality: Kokebi's visual identity was designed to be vibrant and engaging, using bold colours like cherry red and yellow to capture attention. The logo, inspired by a contented sigh, conveyed a sense of joy and relaxation.
- A Friendly Tone of Voice: Our copywriting partner, BlackAd, crafted a playful and approachable tone that aligned with Kokebi's personality. The tagline, "Joyful coffee for playful people," encapsulated the brand's essence.
- Social Media Engagement: To reach a wider B2C audience, we developed a social media strategy that mirrored the brand's playful tone. By sharing engaging content and stories, we connected with consumers on a more personal level.
THE RESULTS
Kokebi's relaunch successfully positioned the brand as a refreshing alternative to the often-pretentious coffee market. By embracing a lighter side of life and focusing on quality without the snobbery, Kokebi has carved out a niche for itself and established a strong connection with its target audience.
