the business of coffee.

Officially HCo Coffee + Tea is a start-up company, but with a leg up. In 2005, owners Ben and Karen Wilhelm approached Hubbard & Cravens Coffee about launching a separate, but related brand that catered to business offices’ coffee and tea programs. With a thorough knowledge of the premium coffee market since 2001, Gerardot Design was uniquely qualified to help HCo launch the new premium brand and realize their vision.

By positioning the “spin off” brand and messaging to the specific needs of the intended market segment, we were able to glean customers already loyal to Hubbard & Cravens, without diluting or distracting from the parent brand. With the message to “take your company in a bold new direction,” we armed the HCo sales force with corporate identity materials, sales collateral, a Web site and in-store point-of-sale displays. Today, HCo Coffee + Tea and Hubbard & Cravens enjoy great success. They not only coexist harmoniously, but also cross-pollinate leads and brand loyalty. If success is defined by results, then by definition, this is another example of design that works. We love it when that happens.