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It is also important For coffee companies, rebranding is a crucial step
in modernizing their identity and positioning themselves
to create a sense of competitively in an ever-growing industry. In specialty
coffee, rebranding can be used to help make a company
continuity with the stand out in a crowded market. It is also an excellent way
to create or refresh the connection with customers, give
previous brand’s them something new that they can relate to and become
loyal fans of the brand.
identity to make sure Rebranding is both an art and science. It requires
the use of creative strategies such as storytelling, symbol-
customers don’t ism and visuals combined with methodologies like market
feel alienated by testing and research. The process involves defining the
key elements of the brand’s identity, understanding cus-
the change. tomer preferences and developing marketing campaigns
that effectively convey the message. A successful rebrand
needs to be consistent across all touchpoints, from logo
design to packaging, website and social media.
When it comes to rebranding your coffee business,
there are several factors to consider. It is important to
consider the brand’s history, core values, mission and
goals as well as customer preferences before embarking
on the process. Moreover, it is essential to involve
stakeholders in the process and get their input – they
can provide valuable insights that will help shape the
rebrand strategy.
It is also important to create a sense of continuity
with the previous brand’s identity to make sure custom-
ers don’t feel alienated by the change. I have personally
witnessed all these elements coming together in a suc-
cessful rebranding process when I learned about Samba known coffee producing countries. For many years, and they forget that rebranding is much more than a visual
Coffee Roasters’ rebranding project. I have reached out Samba had a loyal customer base that appreciated their change. It is a process of reflecting the company’s culture,
to both the team at Samba and the creative agency they commitment to quality and the pleasure of drinking values and mission within its branding. Simply painting
worked with to get insight into the process and how excellent ibrik coffee. a nice picture without having solid fundamentals can
rebranding can help companies succeed. During the 1990s, Samba began experimenting with backfire on those businesses and it’s a classic mistake. I’ve
espresso and filter coffee, introducing a wide range of always thought that I first needed to build strong founda-
Slow and Steady Wins the Race new products. The company grew and expanded to oth- tions before I could start presenting the company’s new
er markets, but the original logo and packaging had re- identity. We had to make sure we believed in our princi-
A few days ago I met with Kostas Kalafatas. His mained unchanged for decades. Meanwhile, at the turn ples, that our product and service were top-notch, before
father, Stefanos, founded the Samba Coffee Roasters in of the millennium, specialty coffee started to gain trac- we could even start thinking about rebranding,” he says.
Athens in 1979, and Kostas now works to preserve his tion, and Kostas was captivated by the complexity and Slowly and steadily, the company grew, managing
legacy and continue pushing for specialty coffee in nuances of high-end coffee. to retain its loyal customer base since the 1970s, while
Greece. As one of the pioneers of specialty coffee in He immediately wanted to immerse himself in the forming new partnerships and collaborations. Today,
Greece, Kostas continues to share his passion for coffee specialty coffee world and learn all he could about it. Samba Coffee Roasters continues to be a leader in special-
through events and competitions under the Samba Cof- What followed was a decade full of experimentation, ty coffee in Greece, and since the 2020 rebranding, the
fee Roasters brand. His goal remains to provide quality investing in roasting equipment, participating in compe- company also looks the part.
coffee while educating consumers on how to recognize titions, traveling, organizing the first ever coffee senso- In 2020, after establishing strong foundations and
this high-end product and make informed choices about ry seminar in Greece and moving the company into a taking the time to learn more about specialty coffee, Ko-
what they drink. brand new, modern facility. More than anything, Kostas stas and his team decided it was finally time to rebrand
Back in 1979, Kostas’ father was searching for a believed that change comes from within before it starts the company. To do this, they worked with creative agen-
name for his newly formed coffee company when a young to manifest outside. cy SUSAMI, who understood their story and mission, while
Kostas suggested “Samba” as a reference to the Brazilian “Many businesses try to reposition their brand by helping them develop a brand identity that would better
dance, paying homage to one of the world’s most well- merely changing the packaging, logo or website design reflect who they are today.

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