Taylor Lane
Revitalizing a Legacy Coffee Brand
As the new CEO of a 25-year-old Sonoma County coffee company, our team led a strategic rebranding to revitalize the legacy brand in a competitive market. Through collaboration across all levels, from sales to baristas, we implemented changes that leveraged company history while appealing to modern consumers.
Challenge
Despite being an early innovator in the specialty coffee space, with a commitment to 100% organic coffee and on-site roasting, the company was losing business to newer, trendier brands. The main issues were:
Perception problem among consumers and buyers
Difficulty securing placements in major retail chains
Lack of relevance in a rapidly evolving market
Solution
Along with the owners and a design team, we lead a comprehensive repositioning effort to revitalize the brand while honoring its legacy.
Key Components of the Relaunch
Leveraged Local Appeal: Emphasized the company's Sonoma County origins, tapping into the region's aspirational appeal
Strategic Renaming: Updated the name from Taylor Maid to Taylor Lane, incorporating the origin story of the road where the company began
Focused Messaging: Adopted "ORGANIC FROM DAY ONE" as the new tagline, highlighting the company's long-standing commitment to organic coffee
Results
Increased Buyer Interest: The revitalized brand attracted the attention of previously uninterested buyers
Major Retail Placements: Secured a coveted placement in Costco and gained entry into other grocery chains that had previously been unresponsive
Market Relevance: Successfully repositioned the brand to compete with newer, trendier coffee companies
Key Takeaways
Legacy as an Asset: Established brands can leverage their history and reputation to gain credibility in the coffee market.
Strategic Rebranding: A well-executed rebrand can breathe new life into a legacy brand without sacrificing its core values.
Local Appeal: Emphasizing local roots can create a unique selling proposition, especially in aspirational locations.
Consistent Messaging: Owning a clear, focused message (e.g., "ORGANIC FROM DAY ONE") can differentiate a brand in a crowded market.
Adaptability: Even long-standing brands must evolve to meet changing market demands and consumer preferences.
Sales Team Empowerment: A compelling brand story can empower the sales team and open doors to new retail opportunities.