Single Estate Coffee

By Reach Brands

Interestingly, this brand’s explicit focus is on the idea of ‘single estate’. It borrows the single estate notion from other categories including wine and whisky. This effectively positions the product as being pure in taste, full of integrity, exotic, premium quality and for a discerning coffee drinker. Single Estate is successful in hijacking language and visual cues that are well established in another category, to quickly and clearly position a new brand and product.

By Zoe Tuttle, Strategist at Reach

 

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