Heine Brothers Coffee

With 17 stores (and growing), Heine Brothers had ramped things up in 2023 with a national online subscription service. And to make things even more interesting, they’d begun to pivot away from being a small neighborhood brick-and-mortar coffee shop toward a cooler kind of brand, one that went head to head with Starbucks for a more youthful audience. By consolidating the brand with the tagline ‘Something Good Happens Today,’ we kept the personal sense of warmth and familiarity, but hitched it all to a larger, positive, optimistic, and elevated position about companionship and shared community.