8 grams is enough to enjoy the taste of high-quality coffee or tea
To create a
trade mark for coffee and tea chain stores.
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.
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.