San Francisco Bay Coffee is a multi-generational, family-owned coffee company that originated in San Francisco in 1979. They were the true pioneers of fair trade coffee, valuing not just the quality of the beans but the families who grew them. Their commitment to improving people’s lives led them beyond paying fair wages, to building schools and renovating farms in Central America. The owners are humble and refuse to publicly acknowledge their contributions. They believe this is the way coffee trade should be.
In addition to their ethics, the owners possess an experimental spirit equal to the Third Wave Coffee movement, despite the fact that they prefer not to align with any trends or fashionable labels. They experiment with roasting times and temperatures, constantly testing and developing new blends.
The primary market for San Francisco Bay Coffee is Costco buyers. They also reach their audience through coffee tastings out of mobile trolleys purchased from the City of San Francisco. The trolley has become a symbol for the company, a marker of quality for a coffee maker embedded in the Bay Area culture and landscape.
The company recently launched a new campaign to bring attention to their brand and address both Costco shoppers and a younger audience. I decided to introduce a bold new brand along with the campaign, with a palette of colors that would reference the Bay Area and a new logo that put the trolley at the center. The brand strategy was to bring attention to the company’s integrity and commitment to trade fairly, to take care of their employees, and to provide superior quality coffee. We emphasized the brand through the campaign tagline: Brew with Integrity.
San Francisco Bay’s coffee is made in a highly personalized way, with great attention to detail. Experienced employees carefully examine each roast; some of them have twenty years of tenure. I extended that personal touch via the online store by designing labels that can be signed, numbered and addressed to each individual customer, making the experience of receiving coffee unique and special.
With each order of coffee the customer receives one of a series of “Meet Our Family” flyers. This personalized message introduces not only the coffee but the people who take part in creating it: farmers, roasters and even other customers. The Rogers family brings everyone into the fold, giving their customers a sense of belonging, and greater community based on the love of coffee.
Client: San Francisco Bay Coffee
Agency: Emotive Brand
Brand Strategy: Tracy Lloyd and Saja Chodosh