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Royal Cup

Client Since 2014

Background

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.

Royal Cup Coffee House of Brands
Royal Cup Coffee House of Brands Royal Cup Coffee Royal Cup Coffee Royal Cup Coffee Royal Cup Coffee Royal Cup Coffee

Building a Brand Neue
House of Brands

Challenge

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.

We’ve Delivered: Brand Positioning | Content Strategy | Visual Identity | Packaging Design | Marketing Collateral Design | Print Design | Trade Exhibit Design | Photography | Employee Branding and Communcation

The New Lineup

Royal Cup Coffee
Royal Cup Coffee

The Result

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.

Meet Prideland

Royal Cup Coffee Prideland
Play ButtonRoyal Cup Coffee Prideland
Royal Cup Coffee Prideland

Meet Royal Cup Signature

Royal Cup Signature
Royal Cup Signature
Royal Cup Signature Royal Cup Signature
Royal Cup Signature Royal Cup Signature
Royal Cup Signature Royal Cup Signature

Meet Roar

Royal Cup ROAR
Royal Cup ROAR
Royal Cup ROAR Royal Cup ROAR
Royal Cup ROAR Royal Cup ROAR Royal Cup ROAR
Royal Cup ROAR

Meet H. C. Valentine

Royal Cup HC Valentine
Royal Cup HC Valentine
Royal Cup HC Valentine Royal Cup HC Valentine Royal Cup HC Valentine
Royal Cup HC Valentine Royal Cup HC Valentine

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Ready to get down to business?

We’re willing to bet our team can figure out a way to improve your brand presence and grow your business—all within your budget. Drop Doug a line below, call him at 205.667.3301 or email him at doug@brandneue.co.

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