Optimizing Information
Strategy: Instead of putting the information about “transitional organic” in fine print, we put it front and center with a special sticker, using it to emphasize Larry’s Beans’ commitment to the development of organic agriculture. And, as always, we connect the dots between sustainable characteristics and product quality.

The Delivery
Strategy: For many of Larry's Beans' coffee houses, a corrugated shipping box is how they get their product — which is why every Larry's Beans shipping container features Larry's Beans “kapow” starburst and brand tag line — and this year’s “slow roasted to perfection” theme.

The Veggie Bus
Not only is it a rolling billboard for the brand, but it’s proving hugely successful in garnering publicity for the brand. In addition, we use the image on POP materials, the web site and in our e-commerce shipping materials (so even people on the other side of the country still get targeted by the bus).

Decaf
Other brand’s just say “decaf,” we take the opportunity to
1. imply that our decaf is superior in quality
2. to make an extra virtue of the Swiss water decaf method.

The Vibe
Strategy: Take every opportunity to convey the importance and the logic of Fair Trade in a way that is fun, inviting and impossible to disagree with.

Java Jackets
Strategy: The most intimate place for the brand to talk with the consumer is right on the coffee cup. So we introduced messages about Fair Trade on the java jacket. Messages are changed regularly and are always expressed in the voice of the brand.