Over its 120-year history, Royal Cup had grown its portfolio to more than 150 products. While the coffees and teas themselves were robust and vibrant, the packaging and the Royal Cup brand itself had lost its identity, and the brand was somewhat schizophrenic. With little delineation between brand categories, products with targeted audiences were being delivered to an audience it was not intended to serve.
In short, it was time to refocus and set the stage for the future.
When you’re awarded the monumental challenge of rebranding a 120-year old company, it has to be done with expertise and handled with kid gloves. In 2018, that’s exactly what we were asked to do for Royal Cup. We began the complete restructuring of their entire product lineup by conducting research that become our roadmap for the creation of four distinct brands with four distinct personalities. Rather than 100s of coffee and tea brands with little differentiation, we developed robust brands with clear lines of separation based on taste profiles and audience preference.
Royal Cup now has a strong, well-defined lineup of charismatic brands — each targeted to the audience that perfectly aligns with its taste profile and brand personality.