Danes rebranding wins Rebrand Global 100 award
Our most recent brand refresh, masterminded by Sydney brand strategists Iconika, has won them an esteemed Rebrand Global 100 award. The thinking behind the new branding was to improve the “understood difference” by customers beyond coffee format, café location and style. With a fresh identity and lexicon, Danes could show customers that the things we care about are beneficial for all coffee drinkers. In a word, flavour.
The Danes brand: a winner by design
“We set out to create a dynamic symbol of difference”, Steven Arnold from Iconika explains about his win for his work on the Danes rebrand.
Vocabulary, a flavour pentagon, brew guides, packaging and marketing pieces are part of the new identity. Designed to help customers define their favourite flavour, Danes’ branding puts the power in the coffee drinkers’ hand to become better educated about what they do – or don’t – like in their coffee cup.
The Rebrand Global 100 award tops off a phenomenal year of wins, including Danes taking out the Australian Champion Roaster title at the 2018 Australian International Coffee Awards and 16 medals for our blends and origins.