Keurig Green Mountain

Energizing an iconic brand portfolio


Green Mountain Coffee Roasters (GMCR), a small Vermont coffee company, acquired Keurig, a manufacturer of single-serve coffee brewers. A few years later, GMCR realized that in order to unlock growth, they needed a strategy that would successfully bring the two businesses together. The company engaged Prophet to support the large-scale transformation required to manage and accelerate business growth.


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.


Keurig Green Mountain has launched its new branding and is leveraging this new identity to expand its offerings into new products, and take Green Mountain Coffee into a new line of Organics.

“Prophet has been critical in the growth of our marketing capabilities, especially in a part of our business where we were trying to go from one brand to another very quickly. The company is filled with great strategists who happen to operate in a marketing realm. But the thinking transcends marketing and has a much greater impact.”

TJ Whalen
Former Chief Strategy Officer at Keurig Green Mountain

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