EZPRESSO
Launching ‘a new way to coffee’
Ezpresso has crafted a revolutionary liquid coffee experience that redefines everyday coffee rituals. This award-winning espresso strength coffee concentrate can be used for anything coffee related – hot coffees, cold coffees, cocktails and cooking.
Created by an artisan New Zealand producer using only premium ingredients, this innovative product brings a new level of quality, versatility and convenience to coffee lovers.
We were privileged to collaborate closely with the founder to build the brand from the ground up – shaping its identity, positioning, and creative expression for this exciting premium product from its launch and ongoing growth, picking up international and national accolades.
We also built and manage a comprehensive programme of marketing and promotion across digital platforms, festivals and events for wholesale, whitelabeling and direct to consumer channels.
Challenge
Bringing a new product to market is never easy – especially to an established market and ingrained consumer behaviour. It requires navigating numerous challenges – from understanding a habitual consumer behaviour, identifying routes to market, shaping the means to educate and influence a change in how people make their coffee, to carving out a distinctive identity and unique coffee experience in an enormous and saturated market.
Through market research and consumer testing, we sought to uncover audience insights and preferences that would inform both the product positioning and brand direction. Our challenge was to create a brand that not only stood out but also clearly communicated that Ezpresso offered something entirely different from anything currently available. A completely unique way to (make and consume) coffee.
Solution
Insights from our research guided the creative direction for the brand, product and packaging. The visual identity – simple, bold, established and elegant, conveys the product’s premium quality, complemented by rich, sumptuous language designed to tempt consumers to discover and try a new coffee experience.
The intricate illustration celebrates the purity of the coffee ingredient, while the colour palette differentiates the single origin beans within the range. Premium yet eco-friendly packaging reinforces the brand’s sustainable values and extends across the entire product line, as well as the e-commerce platform for seamless online purchasing.
To drive awareness and engagement, we also developed promotional campaigns across social media, pushing user experience, aspiration and convenience (developing a double shot pouch for coffee on the go use), along with event branding and production, as well as merchandise to support sales and build brand recognition at in-person events.
Result
Now a multi and global award-winning product, honoured with both a Great Taste Award and a World Coffee Innovation Award, Ezpresso continues to grow, reaching new audiences and new markets, with substantial opportunities opening up across wholesale and wider international consumer audiences.
Passionate consumers have become true brand ambassadors, helping to grow a community of “Ezpressonados” and extend the brand’s reach through authentic advocacy for this outstanding premium product.
I'm incredibly proud of how far Ezpresso has come - in just two short years, we’ve grown from a simple idea I had back in New Zealand to a brand now winning global awards. It’s amazing to see how our passion for great coffee has been embraced here in the UK and loved time and time again by our loyal customers. I couldn’t have reached this point without the amazing support of OB Brand Consulting. They’ve been with me every step of the way - from crafting Ezpresso’s brand identity and positioning to developing all our marketing communications, website, and managing our social channels and events. A huge thank you to the entire OB team for their dedication and creativity!
Anthony Good – Director, Ezpresso
Deliverables
- Consumer testing and research
- Art direction
- Brand and strategic development
- Brand management
- Brand visualisation and guidelines
- Packaging and labelling
- Point of sale
- E-commerce website
- Social media management
- Social media content and production
- Recipe creation
- Event management
- Event branding and production
- E-marketing and newsletters
- Video content direction and production
Marketing and sales collateral
The Ezpresso journey has been an extraordinary adventure, from its inception to the daily rigours of growing an FMCG brand and product - its probably been the most involved, exciting and unique undertaking for OB. We pitched it just perfectly, and I can't thank the team enough for their (ongoing) efforts - but then I shouldn't be surprised! Personally helping to manage the brand and growth of the business, sharing the product and experience far and wide throughout the UK and beyond, and routinely witnessing consumers' (both retail and businesses) amazingly positive reaction when trying the coffee and advocating for the brand, is magical and never fails to put a smile on my face. OB is very proud to be part of this amazing business, brand and product. It really is the best coffee you'll ever taste.
Julian Atkins – Director, OB Brand Consulting
Working with Ezpresso to build their brand and bring it to life has been an absolute pleasure. From conducting initial customer research to witnessing the brand grow into a globally award-winning product in just two years has been an incredible journey for the business. This achievement truly reflects the passion, purpose, and dedication of people that deeply care about what they create. I’m incredibly proud to have played even a small part of that story.
Nicola Manning – Marketing Manager, OB Brand Consulting
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