The Coffee Bean & Tea Leaf

At WONGDOODY, I helped lead the development of a new positioning and brand platform for Southern California born The Coffee Bean & Tea Leaf, and used it to launch the first large scale campaign in the brand's 50 year history. To stretch a small budget we turned to social and tapped into the brand's enthusiastic fan base by creating a new beacon for the brand out of their signature purple straw – activating it in ways custom to each channel.

#PurpleStrawCam: We created a low-fi Instagram filter that utilized the brand’s iconic purple straw, encouraging fans to post their #purplestrawcam pics:

 

Brand Book: The first ever Coffee Bean & Tea Leaf brand book rolled out the new positioning, values and proud SoCal history to all employees worldwide.

 

OOH featured a custom type treatment and embraced the brand’s laid back, friendly appeal.

Campaign Case Study