Good Earth Coffeehouse

Good Earth Coffeehouse started as a local, independent coffeeshop committed to the environment, community, wholesome food – and great coffee. After evolving into a franchise model, and expanding nationwide, Good Earth needed to modernize, without losing the brand equity it had built up in Calgary.

With over 20 existing locations, with a 7 year refresh lifecycle, a complete rebrand wasn’t feasible. Instead, we implemented a phased approach, tweaking the brand with new elements bit by bit. A brand style guide was introduced that would lead the direction of future campaigns. Fonts were modernized. A cleaner, more contemporary photo style was adopted in campaigns. A new, consistent colour palette was introduced. A refreshed logo was introduced that would not feel out of place with the older one. We introduced a social media strategy that was efficient and relevant. A bilingual approach was designed for the Quebec audience. Campaign by campaign, coffee bag by coffee bag, we slowly evolved the brand to a more contemporary look – without alienating existing customers.