Strategic Positioning and Brand Refresh for Java Republic


Designed by Éanna O_Shea at Image Now

Strategy: Marcus Swan

Copywriting: Gai Griffin

Illustration: Steve Doogan

Photography: Matthew Thompson & Daragh McDonagh

Categories: Identity / Packaging

Industry: Corporate

Tags: Photography / Illustration / Coffee


Image Now was appointed as brand partners to create a powerful strategic positioning, brand story and a flexible brand platform for Java Republic. It was time to reinvigorate the 20-year-old brand and make it relevant to new generations of coffee and tea consumers across an ever-growing and competitive landscape.

Drawing on passion, rebellion, idealism, and quality, we created a positioning, story and aesthetic that allowed Java Republic to truly communicate who they are and what they represent to their customers. This culminated in the mantra – 'Coffee for the People, by the Coffee People’.

To deliver on the brand positioning, we had to re-engineer the brand experience.

We revisited the tone of voice, enlivened their colour palette and collaborated with illustrators and photographers to create a range of vibrant and sophisticated assets to use across their packaging, stationary, livery and brochureware. The packaging rebrand included cups, bags, cartons, labels, sugar and biscuits. Through playful photography, modernised layouts and considered copy, we captured the brand ethos and developed a digital platform to target existing and future customers through bespoke landing pages and targeted digital ads.

The brand positioning, alongside other company-wide initiatives, have been transformative for their clients, staff and partners.