With the launch of their new-look forecourt shop, Maxol, a leading Irish forecourt retailer, identified the rebranding of their coffee offer as a crucial step to firmly establish it as a more credible and higher-quality food destination. Maxol realised that customers, loyal and new, wanted a premium offering.
As nominated design partners for the Maxol (Newbridge site winners in 2021 of the NACS European Convenience Retail "Best of the Best Store"), and (Maxol Ballycoolin, winners in 2022 of the NACS European Convenience Retail "Retailer of the Year") TapCreative transformed the visual perception of the brand from one of standard expectation to one of high-quality anticipation. The key factor was integrating a new and trustworthy own-brand coffee.
The global increase of independent coffee brands over the past ten years inspired TapCreative to construct a brand identity that purposefully showcased great-tasting coffee in an unpretentious manner, and so ROSA Coffee was born. We aligned the core principles of independent coffee making (ethical, local, signature taste) with what discerning consumers look for in their never-ending search for the perfect cup of coffee: distinctive, full-bodied, quality. The brand's design, meanwhile, veered towards warm, earthen colours and modern contours. The minimalist visual specifics are clear: while still focusing on value (the brand’s core asset), we are presenting an artisanal taste experience of far better quality. And why the hummingbird image? In Aztec culture, hummingbird amulets were noted for giving the wearer energy!
Introducing ROSA as a modern coffee brand with a distinctive personality has helped to anchor Maxol’s overarching brand transformation from an emergency forecourt stop to a credible ‘go-to’ foodie destination. Customers’ belief in the ROSA brand has exceeded expectations, driving range reappraisal into own-brand products such as quality take home items and standalone baristas – unheard of before TapCreative’s brand experience design.