Full Brand Strategy

The Background.

From the first wave and subsequent rise of low price, consistent taste coffee; to a second wave in the 1960s instigating artisanal sourcing, roasting and blending resulting in country-specific signature profiles; the 2000s have brought on growth in specialty coffee never seen before. Speculated by Allegra, the third wave introduced ‘specialty coffee’ en masse; and the fourth, a focus on the science of coffee. Finally, we find ourselves within the fifth wave, a focus on the business and scaling of specialty coffee.

Over most recent decades, these waves have resulted in an explosion of importers, roasteries and cafés within the UK coffee industry. The category is huge, and astonishingly analogous. Elements that may have differentiated in the past, do so no longer.

And Moon Roast - over five generations, and as one of the few independent UK B2C and B2B coffee roastery brands, has experienced all waves. But with the fifth, they watch direct competitors and new entrants to market grow in popularity.

The Opportunity for Moon Roast.

The B2B and B2C market are buoyant. Consumers are younger (and older), drinking more frequently and enjoying new product variations. High street coffee shops are on the up, and considered one of the most resilient economies in the UK. There is market opportunity to continue growth, but how do you stand out in a sea of new and old entrants, all selling the same thing: quality beans and sustainable relationships?

Revitalise a legacy coffee brand aiming for 100% growth in five years. Develop a comprehensive Brand DNA Strategy for a five-generation B2C and B2B coffee roastery to:

  • Craft a compelling brand experience and story

  • Drive external and internal engagement

  • Unify and transform omnichannel marketing strategy

  • Focus future spend and product development opportunities

  • Amplify Moon Roast’s story

  • Reposition for market leadership and redefine competitive positioning

  • Provide the backbone of a strategic framework for the brand.

“I think there was a point – we all really noticed it. There was a sudden moment we felt it clicked. That we were going in the right direction. It made everything a little bit clearer in our minds, of what we wanted to be doing. I’m coming up with many more ideas as to which way we should be headed…

Nada’s greatest strength was being able to tune into just us. She was on our wavelength. Knew what we wanted. And knew what would help us.”

— Francis Bradshaw, Founder & Managing Director

The Outcome.

A robust and unique-to-Moon Roast Brand DNA, including:

  • Research

  • Competitor analysis

  • Collaborative workshops, with founders, senior advisors, business development and existing marketing team

  • Brand purpose

  • Mission statement

  • Vision statement

  • Values

  • Brand positioning

  • Brand personality

The Impact.

“We felt we had reached the ceiling with the brand, with what we could do in-house. We needed someone who could help us go to the next level. And the process confirmed you can only go so far without a strong brand… I hadn’t even thought back to why we started Moon Roast.

The journey Nada took us through stirred up all those reasons. I now have more belief in the whole purpose of brand strategy. I’ve become more aware of the power of brand. How much value it has. I was pleasantly surprised how the end result was so clear cut. And surprised at how useful it will be going forward.”

— Francis Bradshaw, Founder & Managing Director