Welcome back to Leaps & Grounds
I'm here with big news- in four days we are turning our coffee machine back on. Leaps & Grounds will resume trading on Valentine's Day, as a little gift to you all. We are incredibly excited about it.
There's been some pretty noticeable but very positive changes to Leaps & Grounds during our winter hibernation. Cecil and Seb are now the Leaps & Grounds leads in our team- you'll be hearing a lot from them over the next year. Our brand has also changed. Feedback during our 9 week pilot hammered home the need for this. Time and time again we were told that the coffee was good (really, really good) but the Leaps & Grounds brand didn't scream tasty coffee. We didn't have a brand that hit key motifs of specialty coffee, which we need in order to catch the curiosity of our target audience. Audience segmentation shows us that the majority of our customers returned for the great coffee. We found that our impact was an added benefit, not the primary driver of sales.
The previous Leaps & Grounds brand was designed before we started working with our wonderful specialty coffee partner Caravan as well. So it was clear we needed to evolve to a brand identity that feels high quality in line with our customer preferences and the strength of our coffee partner. We needed to stand out more in our space, and give passers by confidence in our products before they've tried them. Yet we didn't want to lose all the playfulness of Leaps & Grounds, and become cold and corporate. We worked with our internal design team and Not on Sunday to find this balance.
I’m very happy to introduce Leaps & Grounds 2.0. We are selling the same great coffee, but with a brand that tells you that. Our new coffee pod arrived on Monday, displaying the updated brand in all its glory.
No need to keep you waiting any longer
We are patiently awaiting our relaunch a the start of next week and look forward to seeing you there.
