Featured image for Boyd's Coffee Rebrand

Boyd's Coffee Rebrand

by First name Last name on 07/10/2013 | 2 Minute Read

Editorial photograph

When rebranding the century-old company, Commonwealth asked the team to reflect on what makes them unique. “We found a company-wide authenticity that embraced Boyd’s mission of making a good cup of coffee for the ‘everyman’ coffee drinker.” With this simple premise at the core of the rebrand, the Commonwealth team created the tagline and positioning statement that Boyd’s Coffee is Fuel. Not Fashion.™



They also took a playful approach to designing new retail coffee bags and foodservice collateral. The coffee bags feature whimsical instructions for how to tie a common necktie along with more practical steps how to brew the best cup of coffee. There is also a timeline with milestones from Boyd’s 113-year history, as well as world and regional events. One such milestone for 1964 states, “A very fertile year for Boyd’s, they introduce Flav-R-Flo®, a cone and paper filter pour-over system for the home. And you thought pour-over was a recent craze.”

“Commonwealth did an amazing job making our brand resonate with not only our loyal, longtime customers but also Oregon transplants searching for a local company that reflects the entrepreneurial spirit found in the West,” says Michael Boyd, fourth-generation family member and Coffee Buyer.“Boyd’s has always put innovation first. We helped to invent the first airpot brewing system and were the first to have organic and Rainforest Alliance coffee certification. Our rebrand is a renaissance for our company and reminds us why we are proud to be Boyd’s.”

In Collaboration with Commonwealth, Seattle 


Editorial photograph

Editorial photograph

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