Novo decided to rename three of their signature coffees for several reasons. First, having “Espresso” in the names of two of the coffees confused customers, who assumed they were only suitable for espresso and were darker roasts, neither of which was true. Additionally, Novo wanted the nearly 20-year-old names to better reflect the company’s history, rather than being generic.
Communicating the Rename
Once the new names were finalized, we needed to communicate the change quickly and efficiently across all platforms: social media, our website, in-store signage, emails, wholesale communications, and online sales and shipping. I wanted to use as little verbiage as possible to ensure the message was understood instantly, even by the most inattentive person. This led to the creation of the slogan, “Same Coffee. New Name.”
To further differentiate each coffee, we used a unique color-blocked design for each.
Project Outcome
The quick and bold communication strategy proved to be highly effective. We received very few inquiries about the name changes, either in-store or online, and people seemed to understand the rebrand immediately.
- Design
- Social Media
- Email Campaign
- Website
- Store Signage