Case Study: Groovy rebrands a specialty coffee chain with tbtbo brand mastering

Groovy rebrands a specialty coffee chain with tbtbo brand mastering in 2022

The customer Groovy, a chain of specialty coffee shops previously known as "Black", engaged the vendor tbtbo brand mastering for a rebranding. Their challenge was to expand their audience beyond their initial niche in IT company offices and business centers while remaining relevant in the specialty coffee segment.

tbtbo brand mastering developed a new brand strategy focused on the greater humanization of the service. The solution included a refreshed identity with a warm, pastel color palette and a logo resembling a winking face. This visual system, along with baristas engaging customers in personal conversations and uniquely designed coffee shop environments, created a friendly, "handmade" atmosphere. The rebrand successfully positioned the shops to cultivate coffee's "third wave" and appeal to a broader audience.

Groovy