Ito En, an international leader in RTD tea and maker of the popular Tea’s Tea line of products, saw an opportunity to expand into the RTD coffee marketplace. The fast growing segment has a year-over-year increase of 18.3%, making the US RTD coffee segment a $400 million business. Identifying Millennials as the target audience, Dragon Rouge established a brand positioning and platform around “Urban Adventure." Tailored for individuals who seek their own path, the new brand conveys a desire for coffee that has a bold, rich and saturated experience.
In homage to the location of its US headquarters in the DUMBO neighbourhood of Brooklyn, Ito En chose ‘Jay Street Coffee’ as the new brand’s name. Dragon Rouge leveraged the name by designing a product line with readily identifiable landmarks that dot the urban landscape not just in NYC, but also around the country.
To help build additional consistency within the product line, Dragon Rouge opted to integrate the new logo into the landmarks themselves and used bold colour gradients to create an easy to navigate shelf presence. The strong in character, lightly sweetened coffee was launched to market first in Vanilla, Mocha and Latte flavours with possible new line extensions in the near future.