A Brand Refresh for Canada's Largest Independent Coffee Roaster
A Brand Refresh for Canada's Largest Independent Coffee Roaster
Background
Reunion Coffee Roasters is one of the largest independent roasters in Canada, and a family-owned and operated certified B Corporation. Reunion was founded in the early 90s when Starbucks was popularizing premium coffee, which was a mission shared by Reunion. But the next generation of family ownership was now transitioning into leadership, and they planned to usher in a third wave of coffee that catered to true coffee enthusiasts across North America, while aggressively opening new brick and mortar locations in Toronto.
We needed to identify a new brand positioning located between intimidating independents and the sterile big chains that would ultimately encourage more people to drink better coffee.
![](https://blackjet.ca/wp-content/uploads/2024/05/Blackjet_Website_CaseStudy_Reunion_Gallery2-1200x675.jpg)
![](https://blackjet.ca/wp-content/uploads/2024/05/Blackjet_Website_CaseStudy_Reunion_Gallery3-590x590.jpg)
Charting a Course
We targeted early adopters, or ‘socially conscious discriminators’, who want a premium coffee experience without the presumption of expertise and believe their decisions can have positive outcomes. We got their attention with a brand refresh that focuses on craft, origins, sustainability and coffee culture.
The new brand would have to to work across a broad range of executions, from packaging on retail shelves to Reunion’s own store environments, as well as in hospitality, subscription services, digital and a new cold brew line.
![](https://blackjet.ca/wp-content/uploads/2024/05/Blackjet_Website_CaseStudy_Reunion_Gallery4-1200x675.jpg)
![](https://blackjet.ca/wp-content/uploads/2024/05/Blackjet_Website_CaseStudy_Reunion_Coaster-1200x675.jpg)
Arriving at the Destination
A refreshed identity was created, beginning with a redesigned logo, all new packaging, collateral, environmental design and brand merchandise. The DNA from the original mark was maintained, however, a new colour palette and design system was created. The packaging itself now plays a role in educating consumers on flavour profiles and origin stories, which helps support the new brand positioning.
![](https://blackjet.ca/wp-content/uploads/2024/05/Blackjet_Website_CaseStudy_Reunion_Gallery6-1200x675.jpg)
![](https://blackjet.ca/wp-content/uploads/2024/05/Blackjet_Website_CaseStudy_Reunion_Gallery7-590x590.jpg)
![](https://blackjet.ca/wp-content/uploads/2024/05/Blackjet_Website_CaseStudy_Reunion_Gallery8-590x590.jpg)
![](https://blackjet.ca/wp-content/uploads/2024/05/Blackjet_Website_CaseStudy_Reunion_Gallery9-1200x675.jpg)
![](https://blackjet.ca/wp-content/uploads/2024/05/Blackjet_Website_CaseStudy_Reunion_Gallery10-590x590.jpg)
![](https://blackjet.ca/wp-content/uploads/2024/05/Blackjet_Website_CaseStudy_Reunion_Gallery11-590x590.jpg)
![](https://blackjet.ca/wp-content/uploads/2024/05/Blackjet_Website_CaseStudy_Reunion_Gallery12-1200x675.jpg)
![](https://blackjet.ca/wp-content/uploads/2024/05/Blackjet_Website_CaseStudy_Reunion_Gallery13-1200x675.jpg)