Partnership
Who doesn't love coffee? So after repositioning and rebranding Screaming Beans we invested in the brand and became partners. We’re now preparing to open 2 new stores!
Challenge
The journey started with a collaboration with the Amsterdam based specialty coffee brand, in a nice little store in Amsterdam's 9 Streets area. They’re moving in to the world of D2C coffee subscriptions and B2B coffee solutions. To prepare for this new phase in its journey, the Screaming Beans brand needed a stronger foundation.
Strategy
Throughout history, coffee has played a vital role in the creation of new ideas, which lead us to Screaming Beans’ brand mission: ‘to fuel the moments ideas are born’ and its brand positioning as the coffee brand for creatives. Ultimately, this positioning fits the DNA of the founders as well as it offers a clear product link.
Output
Next, we decided to relentlessly focus on UX. The Screaming Beans brand should go to great lengths to improve your coffee routine and this should radiate in every step of the customer journey.
Positioning is also about what you decide not to focus on. In this case, we didn’t place Screaming Beans’ fair trade business approach at the centre of the brand story. In a future in which (hopefully) all coffee brands start operating more responsibly, we feel this should not be a positioning. It ought to be the default.
After establishing the Screaming Beans brand fundamentals, we created a new visual identity (in collaboration with Ashely Olsson), translated it into the retail environment and started using it in all other communications.
We'll open two more Screaming Beans locations in the center of Amsterdam before the end of 2022. How's that for a caffeine kick?
