Growing a global brand

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The ICO was established in 1963, ratified through the International Coffee Agreement, negotiated under the aegis of the United Nations. Member countries account for 95% of the world’s coffee export and 90% of its import.

Brief

ICO were looking for an agency to solve a big problem. They needed to plan, design and produce their inaugural Coffee Development Report (CDR) in time for World Coffee Day. The only problem was they only had a month to do it! One of our existing clients thought we would be perfect for this challenge and referred us directly to ICO. We took on the challenge.

The Report needed to make a lasting impact. It was the first edition and the project team felt this was the perfect opportunity to achieve two things; reimagine ICO’s brand and gain maximum external exposure through this hotly anticipated publication.

Solution

With such a short timeline we got straight to work. We set up a publications grid, designed the template and developed the visual and verbal tone of voice. Once that was done we could confidently select photography, create bespoke ICO illustrative assets and tweak the draft editorial. This work has led to us establishing a channel neutral brand toolkit to work seamlessly across ICO publications and other promotional materials.

This work has led to us establishing a channel neutral brand toolkit to work seamlessly across ICO publications

Andy Ritchie

Impact

The CDR was launched successfully on Tuesday 1 October 2019 – World Coffee Day at the Swiss Embassy in London. The response has been very positive throughout stakeholders and the wider supply chain.

We look forward to helping ICO develop and extend their brand further in 2020.

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