Classic coffee is a 150 year old family run enterprise with heritage estates across Chikamagalur and Sakleshpur. Popular for its high quality award-winning beans, the Group is a major player in coffee exports from India. The family wanted to make a foray in to the burgeoning domestic market for artisanal coffee. Purplehat’s mandate was to overhaul the existing brand identity and develop all major consumer touch points like the website, packaging and BTL elements from the ground up. The two pronged communication strategy was to build a lifestyle-oriented friendly tone for the brand, as well as develop an educational component for those uninitiated to the world of brewing coffee at home. Purplehat created a vibrant multi-hued set of package designs and product names for Classic Coffee’s breakthrough offering – the world’s first ‘through the day’ set of coffee blends for consumption from wake up to bed time. The agency continues to develop fun and engaging communication for social media, experiential events, in-store communication and educational collateral. The body of work is building strong relationships between the brand and its consumers, and helping early adopters become life long evangelists for brand Classic.