BACKGROUND:
Coffee vending machines in the workplace – one usually imagines coffee that has more in common with dishwater than a fresh-brewed espresso. Social Bean has changed this notion of coffee in the workplace, with freshly ground fair trade coffee brewed while you wait. The office coffee service provides an eco-friendly alternative to wasteful single-serve coffee workplace systems.

Husband and wife entrepreneurs Doug and Tanya LeBlanc came to us with a great business concept and a great name – Social Bean. What they really needed was a face, and a plan to promote this socially responsible answer to providing great coffee in the workplace.

CHALLENGES:
The biggest challenge to Social Bean was getting the word out to local businesses over the noise of established (and much larger) office coffee services. This mom & pop startup had great products, and an innovative approach, but lacked the profile to make an impact in the local business community.

PROCESS:
Our branding solution captures the (pun intended) flavour of contemporary corporate culture (that doesn’t take itself too seriously) and highlights the social nature of sharing a welcome coffee break with coworkers in a socially-responsible way.

The Social Bean website uses every bean pun imaginable to tell the story, allowing viewers to browse intuitively at their own pace, while asking for the order at every turn.

OUTCOME:
Since launching the new brand, the LeBlancs have received rave reviews from clients, suppliers, and fruitful inquiries from prospects they had never imagined. Office installations have more than quadrupled since the brand launch, and Social Bean has become the model for successful brew-on-demand coffee franchise businesses in North America. Our B2B marketing tactics for Social Bean were published in a small business feature in Canada’s Marketing Magazine.

Doug LeBlanc has partnered with an application developer to create BeanCounter, a mobile business management tool for brew-on-demand coffee franchise operators. Burke & Burke developed the brand and website.

Client: 
Social Bean Coffee Company Ltd.
Acknowledgements: 

Lead Designer: Anna Stredulinsky
Web Development: Nathan Morier

Project Role(s): 
Creative Director
Writer
Project Manager
National Supporting Partners