When John Parry connected with us, his Kona Gold Coffee had already received high acclaim as a Starbucks Reserve label, but he was looking to expand into the bagged coffee grocery aisle. After an in-depth market analysis, we identified an opportunity to create a unique brand promise built around Parry’s unbroken chain of custody--from selection and roasting to packaging and shipping--that operated without reliance on brokers or middlemen. The "seed to shelf" approach ensured the most efficient delivery process and the freshest, richest taste possible. Armed with the new brand concept, our branding team got to work. We developed a new logo, overhauled the packaging, and designed a supporting website to appeal to a more sophisticated coffee drinker. The new Parry Estates product line rolled out to retail stores nationwide in February 2017.