Java Republic has invested €500,000 on a brand revamp as it approaches 20 years in business. The company is also investing in several positions across departments including sales, marketing, HR and operations to strengthen and grow its team for the next phase of growth.
Java Republic’s brand refresh was conducted to appeal to a new generation of coffee and tea consumers, and stand out amongst an increasingly crowded and competitive market. The significant investment in the business’ look and feel was spent on positioning strategy, brand development, strategic brand review and third party spend.
Founded by David McKernan in 1999, Java Republic declared a rebellion against the state of coffee in Ireland at that time and set about putting an end to unethically sourced beans, low-quality roasting and inferior blends.
In the last 20 years, Java Republic has gone from strength to strength, with over 1200 venues across Ireland serving over 100,000 cups of Java Republic product daily.
According to Grace O’Shaughnessy, Managing Director of Java Republic: “Even though we have a fresh look, the important things aren’t changing. We’re still Java Republic – a fiercely independent and proudly Irish company. We’re still a team of over 75 people who help businesses serve a world-class cup of coffee or tea. We still source and prepare our coffee and tea to uncompromising standards. Our people still give unparalleled expertise, knowledge and dedication. And we still offer a best-in-class support service – from equipment and training, to trends and insights that help businesses grow.”
The brand refresh will be supported by heavyweight advertising and PR campaigns throughout 2018. While there has been limited above the line support, Java Republic is prioritising trade focussed publications given the business’ B2B focus. There will be an increased focus on digital for the coming months.