Joe Muggs Coffee Rebrand
- McGinty Co, Art Direction, Production
- Steven Lyons, Creative Director
Joe Muggs is the in-house coffee shop brand of Books-A-Million. In 2007, it was faced with stagnant sales despite overall same-store growth. It was lacking cohesiveness as a brand, focusing more on individual promotions and products than a complete brand position. Even new store and cafe designs didn’t reliably increase sales. We needed to start a fresh pot.
Using the launch of a ‘New & Improved’ Joe’s Choice Premium Coffee, I initiated a rebranding and refocus for cafe marketing. Incorporating the wood elements brought to other parts of the store design as foundation, we focused on a brighter brand palette while simplifying the imagery. Using a layered, letterpress-style look within every element, presented the brand as more of an everyman cafe. This ran counter to the high-end, photorealistic direction of Starbucks, Caribou and others. During this time, we were beginning a multi-year process of opening standalone cafe newsstands to directly compete against these brands.
Running through the majority of that sales year, the Premium Coffee launch generated a 6% increase in the first quarter alone after being stagnant during the prior 3 quarters. The brand style was incorporated into new illustrated drink marketing, a new style of coffee packaging, menu boards, and other POP materials. Sales increased each quarter with year-over-year sales increasing the following year as new marketing continued to roll out.