What does a brand do when its identity and strategy no longer work for retailers and customers? Despite packaging and marketing updates over the long history of Hills Bros. coffee, sales of the brand had stagnated or declined, and in some cases, distribution had been dropped altogether.
Brand owner Massimo Zanetti Beverage USA called in NYC-based brand identity and design firm The Goldstein Group (tggsmart.com) to reassess the brand’s strategy and redesign its identity.