land of a thousand hills — DIGITAL
challenge:
Land of a Thousand Hills believes coffee is an opportunity to do good. The team hadn’t updated their packaging, core brand, or digital experience in over five years, and their customers were sad. Okay not really, but retention was falling off, and that’s pretty much the same thing. We had no choice but to bring out the big guns.
Concept:
Where The Bean Begins.
I partnered with Whiteboard’s design director to bring major TLC to the brand. We kept their classic narrative of farmer relationships, while pointing to quality and brewing up spice across every touchpoint. We started with the tangible experience of the coffee bags, knowing digital and campaigns would follow suite.
In the voice and visual design, it was important for us to strike the right balance of Quality and Relationships. Lots of coffee companies do one. Not a lot do both.
Foundational elements of the new brand.
deliverables:
Packaging
Brand Guide
Web & Product Copy
Subscription Copy
Landing Pages
Black Friday Campaign [Ads, Emails, Social]
END-of-year campaign
After establishing the core brand, I partnered with their team to create a new template and edit all existing product copy.
Then months later, we were ready to drive traffic to the fresh web experience and updated branding. I acted as creative lead for our end-of-year campaign, bringing the concept to life across email and paid social.
RESULT:
Increased conversion, and our campaign doubled YoY sales in the primary category. Hint: the primary category is coffee.
Now would be a fun time to cue Owen Wilson’s “WoooW.”
