Peet’s Coffee & Tea

Building a passion
brand.

For decades, Peet’s Coffee & Tea has been serving meticulously crafted coffee to legions of Bay Area coffee lovers. As its reputation for superb coffee grew, Peet’s had the opportunity to expand nationally and share its passion for coffee and tea with millions of new fans. We came aboard to help tell a story that highlights what has always made Peet’s so successful: an unwavering commitment to craft. We then brought the story to life from coast to coast across digital and physical touchpoints.

A new Peets.com.

We implemented an updated look and feel across a fully redesigned website, highlighting the company’s unwavering dedication to process and precision, and featuring a brand new shopping experience.

Our roaster’s craft.

The behind-the-scenes of the Peet’s roastery is downright inspiring, the proof of the brand’s promise to its customers. We produced and edited a short documentary about the lengths Peet’s roasters go to get the flavor profile of each bean just right, batch after batch. The film is featured on the Peet’s website and in online placements.

The in-store experience.

As Peet’s expanded into the Midwest and East Coast regions with over 100 new stores, we harnessed their interiors, messaging, and signage to tell the story of its mission to share the love of coffee and tea.

Integrated marketing.

To introduce Peet’s to customers in new markets with little-to-no previous exposure to the brand, we built buzz and spread awareness through an integrated marketing campaign that included billboards, wild postings, radio, banners, and homepage takeovers.

Learnings

Surface your
obsessions.

A great story or a unique view of the world is key to differentiation in a crowded market. Peet’s is obsessed with quality and craft, and one peek at what it does behind the scenes is all it takes to understand the passion that guides the brand. Telling the passion story is powerful.

Offer approachable
expertise.

Peet’s is known as an expert in coffee roasting. And while that appeals to a certain subset of people, it’s important to speak to connoisseurs and newbies alike. Offering opportunities to learn, no matter a customer’s level of expertise, can be key to expanding a brand’s appeal.

Scale the
smallness.

With many boutique brands, the perception of small size and high quality go together. Peet’s is the classic small regional brand stepping onto the national stage. As it scales the reach of its awesome product, it’s critical to highlight the details that reinforce its small-brand approach to handcrafting coffee and tea.