In the year 2002, Amalgamated Bean Coffee Trading Company Limited was at an interesting point along the organization's journey. Their Café Coffee Day was a big success in Bangalore and outlets were being opened in Chennai, Mumbai and Delhi. Their vending machines at petrol bunks and other locations were doing brisk business. Then they had their filter coffee powder outlets and new business ideas were brewing. Wasn't this the time to think about a coherent brand strategy for all these activities?

After a nation-wide survey, we arrived at the recommendation for an umbrella mother brand and four sub-brands to represent the various activities. The new corporate logo for the designated mother brand: Coffee Day is activity-neutral. A white swathe rising skyward in side a red square spells growth, confidence and dynamism. The coffee powder outlet was renamed as Coffee Day Fresh 'n Ground with a bright, striking logo in cream and parrot green. The vending machines, named Coffee Day Take Away, was given a make over in bright orange and yellow. And the snacks and beverages kiosks have an expressive name in Coffee Day Xpress and an equally apt visual identity executed with a custom-designed font on a cobalt blue background. We also launched Coffee Day Xpress in Bangalore through a multi-pronged campaign: Outdoor, Road Events, Corporate Direct Promotions and Micro-marketing.

Today Cafeé Coffee Day is the country's largest cafe chain. The number of Xpress outlets is going up everyday. Fresh 'n Ground outlets are breaking new ground all over South India. And the Coffee Day logo is among the most recognized in the country.