Gregorys Coffee is at a pivotal moment, expanding rapidly beyond its NYC roots, where the brand is well-loved and known for high-quality, convenient items. Gregorys Coffee needed support in developing its visual identity to stand out in new locations and on digital platforms, sparking excitement among coffee fanatics and food enthusiasts.
Challenge
To nurture a distinctive brand identity in its hometown while also appealing to new markets across North America. Our bold graphics and stripped-back art direction captures a distinctive New York edge, balancing a sharp, straightforward tone with the warmth and wit of the Gregorys community, our ‘Gregulars’.
Strategy
To double down on a bold visual language that stood out in both crowded city streets and digital platforms, capturing the edge and energy of New York while appealing to a broader North American audience. We aimed to balance the brand’s sharp, straightforward tone with a playful, welcoming vibe that reflects the spirit of the Gregorys community.
Food & Drink Photography Ted Cavanaugh, Art Direction Bird&Co.
We developed a range of visual assets, including updated store signage, merchandise, seasonal campaigns, and social media content, all unified by a graphic approach to art direction and simplified illustrations that reflect the brand’s sharp yet fun-loving character.
The visual identity system was designed for convenience for those who want to grab and go while offering more to discover in the little details, visual wit, and messages for those who spend time at Gregorys Coffee as a third space, independent from work or home.
We created comprehensive visual identity assets and templates for the internal Gregorys Coffee team to continue to roll out, along with implementation guides to ensure consistency across all stores and applications.
The consistent new identity has strengthened brand recognition, which is crucial in new markets outside of NYC, along with an increase in engagement and interaction on social media, with customers reposting brand messaging, seasonal items, and selfies.
On-going Partnership
Bird&Co continues to work closely with Gregorys Coffee, supporting new store launches, creating seasonal campaign assets, and refreshing merchandise to keep the brand fresh and engaging. We’ve developed creative assets for new locations, including drive-throughs and food trucks, and provide ongoing support to the internal marketing team.
“We’re particularly proud of how the new visual identity not only captured the essence of Gregorys Coffee but also enabled it to stand out and connect in diverse markets with new consumers as the brand continues its expansion plans.”
—Christian Bird
—Christian Bird
