With the brand challenge in mind, the stage is set to define our new brand purpose. Many ideas were thrown up, all with the sole aim to revive the brand and “make it warm again.” So what will be the ideal ‘heater’ for Coffee Bean & Tea Leaf?
So after months and weeks and days and hours of hard work, here it is:
We believe love is a universal truth; and we at Coffee Bean & Tea Leaf are dedicated to building quality and intimate relationships with every customer, family and community. Brewed with genuine passion, affection and warmth, our coffee and tea will represent our love for the world.
This new brand purpose will seek to address the tactical and strategic gaps as identified in the brand challenge.