Keurig Green Mountain

Solutions

We began our journey by setting the strategic foundation — designing a best practice marketing organization and clarifying the brand architecture required to drive growth. Once the internal structure was established, Prophet re-energized the flagship product brands, Keurig and Green Mountain Coffee Roasters, with a strategy grounded in their heritage but positioned for their future. We set out to transform Keurig into a brewing system that could stand for much more than just coffee and aspired to expand Green Mountain from its New England roots to a globally recognized brand.

By spending time with Keurig advocates, we uncovered how valuable the product has been for reinventing consumers’ ordinary routines. Building off of the characteristics of simplicity, consistency, convenience and personalization, we developed a positioning centered on how Keurig makes it easy to make the things that make your day. We designed a new brand identity inspired by the ease of the push of a button and the choice of pods offered by the Keurig system.

Green Mountain Coffee, with its strong roots in Vermont, has a rich history in fair trade, social responsibility and carefully selected and roasted coffee. The new branding, inspired by its birthplace, honors its legacy but with a more contemporary look and feel. The new symbol embodies the company’s roots featuring the region’s signature geography and the core of its business — the coffee bean.

We helped Keurig Green Mountain come to life through two unique visual systems, united by a new corporate identity and logo that combines elements of their two main brands.