Bach Espresso Café
Jacobs Douwe Egbert NZ - Bach Espresso café service
Calm and nostalgia in a busy sector
With such an evocative Kiwi name, the brand was generic. We recreated its story, and gave it a personality to stand out in a highly competitive sector.
Brand repositioning & story
The New Zealand café culture is a busy, competitive place with customer loyalty based on coffee bean preference, just as much as barista or ambience. Despite a name brimming with possibilities, the brand was lacklustre and generic, with no back story or personality, compared to many of their competitive brands.
Coats were tasked to recreate the brand for re-launch, to restore their foothold in the café service sector.
The bach is an integral part of Kiwi summer holidays, a place to reconnect, wind down and enjoy life. A story was constructed around such a bach – a simple, down-to-earth, generational family bach. Where old and loved items accumulate; the outside aged by sun and sea air. Various key ideas and items became flexible brand icons, with pastel colours and retro patterns, textured and weathered typography adding to the rustic charm, forming the core essence of the brand. Resulting in a nostalgic and colourful simplicity refusing to conform to category norms in a very Kiwi way.
Coats also developed all business and merchandising collateral to support the successful launch.