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Bēhance

  • 8 grams

    Slogan
    8 grams is enough to enjoy the taste of high-quality coffee or tea

    Challenge
    To create a trade mark for coffee and tea chain stores.

    Solution
    Creating the positioning strategy we decided to change the perception that the high-quality tea and coffee are very expensive products for real gourmet. In contrast, we decided to position them as everyday products for everyone.

    Result
    Brands Up! created the humankind brand which helps to create a friendly atmosphere in the stores. So buyers became to visit stores more often, communicate with sellers, taste more sorts of coffee and tea. All of this increased profits and doubled the number of stores during one year.


  • 8 grams is the ideal dose for making a cup of coffee or tea kettle.
    The name "8 grams" contains the key message of the brand –
    you shouldn’t buy a lot of product to enjoy the taste of high-quality coffee or tea.