Seattle's Best Coffee Outlines New Branding Strategy

The company announced a new brand identity, expansion from 3,000 to 30,000 distribution points and national agreement with AMC Theatres.

May 13, 2010

SEATTLE - Seattle€™s Best Coffee announced earlier this week a revamped brand direction, one with a new brand identity and logo, that the company hopes will "redefine the traditional conventions of the coffee category, making high-quality coffee more accessible than ever before."

The transformation has been prompted by high-profile retail relationships and expansion efforts that will increase the company€™s presence from 3,000 points of distribution to more than 30,000 by the end of its fiscal year.

"We are determined to turn the traditional coffee model on its head with innovative new approaches in every phase of our business €" partnerships, retail, and packaged goods €" and to take our premium coffee to the places our customers go in their everyday lives," said Michelle Gass, president of Seattle's Best Coffee.

SBC€™s distribution has been expanding rapidly, including cruise ships, bookstores and grocery stores. And earlier this week, the company announced an agreement with AMC Theatres where SBC coffee will be available at AMC€™s 300 theaters beginning in July. As announced earlier this year, it will also be offered at Burger King restaurants.

"Our new brand identity was inspired by the history of the Seattle's Best Coffee culture, one of optimism and fun," said Gass. "The new brand direction will bring a simplified approach to the coffee category in all the ways it will touch the customer."

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