Rebrand A New England Favorite
We love branding and strategizing so much, we often challenge the studio with mock-up rebranding and creative projects. For this one, we decided to take one of the area's (or should we say "America's") most beloved morning (and sometimes afternoon, evening, and late night) brew that we all have grown to "run on". For decades, traditional, fast paced, drive-up and drive-off coffee places were thought to be the most convenient way to indulge in the that pick-me-up we all need in the mornings to start our day. But statistics show that it's no longer about the speed and convenience of the local coffee shop on every corner, but more about the quality, the service, the craft, the sourcing of the product from privately owned specialty coffee shops. The next generations don't care if they have to get out of their cars or park a mile away to obtain a rich, slow roasted, ethically sourced, fresh cup of coffee. It's about the experience. But don't just take our word for it:
Data from the National Coffee Association (NCA) shows a significant shift, with specialty coffee now surpassing traditional coffee in daily consumption in the U.S. (46% vs. 42% in 2024/2025), driven by younger demographics (Gen Z & Millennials) seeking unique flavors, ethical sourcing, and a richer experience beyond simple caffeine, making crafted coffee the new norm.
Key Data Points:
Market Shift: For the first time in 2024/2025, daily specialty coffee consumption (lattes, cold brews, etc.) edged out traditional drip coffee.
Significant Growth: Specialty coffee consumption has surged by 84% since 2011, indicating a lasting cultural change, not just a trend.
Generational Divide: Younger consumers (18-39) heavily favor specialty drinks, viewing coffee as an experience, while older drinkers (60+) still lean traditional.
Out-of-Home Preference: Specialty coffee drinkers are more likely to buy their coffee from cafes (35% vs. 20% for traditional drinkers), highlighting the preference for crafted, out-of-home experiences.
Why the Shift?
Taste & Experience: Consumers want complex flavors, single-origin beans, and the ritual of a craft beverage.
Values: Growing interest in sustainability, ethical sourcing, and health (e.g., plant-based milks) drives choices.
"Treat" Factor: Specialty drinks are seen as affordable luxury and a break from the everyday.
In essence, data confirms that crafted, specialty coffee is no longer niche; it's the dominant preference, especially for newer generations entering the market.
So what if "America's" brand that we run on, rebranded for the younger generations to continue growth and sustain longevity? Well we started playing around with ideas of new taglines and promos. Our first showcases a quick (and very rough) edit of a social media reel. No longer running but perhaps "Crafted for the daily grind".
Stay tuned as we add more collaborative rough edits to how One T Digital would rebrand one of the nation's leading brands!