Keurig Brews Up Refreshed Packaging, Brand Positioning

This new creative roll-out is another important milestone in a carefully designed business strategy to reinforce Keurig’s position as a leading coffeemaker.

12/27/2010 --- Keurig, Incorporated, a wholly-owned subsidiary of Green Mountain Coffee Roasters, Inc., introduced an enhanced corporate identity through its new packaging and renewed emphasis on its Choose. Brew. Enjoy. tagline showing the consumer that Keurig is the way to brew the coffee they love. The refreshed brand messaging allows Keurig to better communicate its brand personality while remaining true to its brand loyalists.

Based on comprehensive market and consumer research, Keurig’s new visual identity was created to strengthen brand messaging and positioning, enhance shelf prominence, and establish consistency across various distribution channels. The updated branding includes engaging language, color scheme and design elements to communicate to consumers that Keurig has redefined brewing by combining state-of-the-art brewing technology with their patented K-Cup portion pack.

“This new creative roll-out is another important milestone in a carefully designed business strategy to reinforce Keurig’s position as a leading coffeemaker,” said Dwight Brown, Vice President of Marketing, At Home Division, Keurig. “With sales revenue that has increased by 69 percent year-over-year, Keurig is in a period of hyper growth and it is vital that we echo this position through strong and consistent branding.”

A departure from the original creative, the new brand persona features a prominent black, circular logo complemented by the coffeemaker’s iconic coffee mug and sketched star. The updated, polished brand design reflects Keurig’s strategy of communicating with coffee lovers via marketing that has a modern look, but that still leverages the equity of Keurig coffee excellence.

The new packaging is just one way Keurig is conveying its renewed emphasis on its Choose. Brew. Enjoy. tagline which will be at the core of all communications initiatives, including new product introductions and integrated marketing programs. In concert with the brand revitalization efforts, Keurig recently unveiled its completely redesigned e-commerce site and launched a national advertising campaign to drive the already-anticipated strong holiday sales.

The creative agency Corey McPherson Nash led the re-branding project–supporting Keurig’s marketing teams in its execution.