Back in 2012, we coined our unofficial tagline: “we don’t make excuses, we make more coffee.” Problem was, with the amount of caffeine we guzzled down, none of it was quality. Then Katz Coffee, our saving grace, entered our lives.
We became fast friends with the Founder & CEO, Avi Katz, and began learning about their culture, products, and business. We shared quite a few similarities: customer-first approach, laid back attitude, the drive to deliver quantity without sacrificing quality, and the passion to continuously learn and innovate. Katz produces large batch quantities for corporate chains, but also roasts custom blends for local restaurants and coffee shops. One evening over drinks, Avi mentioned that Katz Coffee has found themselves in an interesting position. They've grown considerably throughout the years, and are having an identity crisis.They're wedged between being 2nd wave roasters (like Starbucks) and 3rd wave roasters (small local coffee roaster). Avi has worked hard to grow Katz Coffee into the one of the largest local distributors. However, his growth became a double edged sword. How do you appeal to both Kolache Factory and the small coffee shop down the street?
We sought to build an experience that channeled their passion and promoted brand awareness through exporting their culture of respect and education.
Building a Brand
After many conversations over countless cups of coffee, we understood that Katz combines good people and good process to create a delicious, globally conscious product. They'll do (almost) anything to ensure speedy delivery to maintain customer relationships, and will get involved in supporting local initiatives. Their coffees are direct trade, the highest quality, and they value the relationships they develop with farmers, plantation owners, and suppliers.
From their involvement with the farmer, to the customer, to the community, Katz’s culture revolves around building relationships. This led us to develop the campaign around the central tagline "Grow Together." Their product is great and their culture is contagious, but it needed more. We needed a vehicle to capture new customers that resonated with their culture.