Comments on: Grower’s Cup – Changing the way we brew coffee

By: The Best Brands Keep Reinventing – Starbucks Open their first Coffee Lab | TrulyDeeply Food & Wine

Sat, 29 Dec 2012 08:55:04 +0000

[...] to challenger brands – no matter what shape or size they are. Long may they disrupt markets and drive [...]

By: david

david — Thu, 26 Jul 2012 22:17:49 +0000

Hi Jack, you make a great point. If a brand is truly obsessive about changing the world of coffee, then it surely must take an innovative approach to every aspect of the brand experience. There is a wasted opportunity here to explore the visual language of Coffee0.2

By: Jack

Jack — Wed, 25 Jul 2012 15:12:46 +0000

Its a great idea and I love that they are challenging the perceptions of what a great cup of coffee should and could be.
Yet it is a shame that a brand with such an innovative concept and challenger mentality lets itself down with a dated visual language and weak identity.

A statement as powerful as “Changing the way we brew coffee” should be expressed through every facet of the brand.

By: david

david — Tue, 24 Jul 2012 21:53:50 +0000

Great article Michael. Nothing I love more than a challenger brand looking to break the long established rules and perceptions of a category. Whether Growers Cup is successful or not – I salute the attempt to disrupt the market.