Wide Awake Coffee Co., a private brand offered by Topco Associates LLC, has rolled out an updated brand identity, revamped packaging and an expanded product assortment to shine the spotlight on today's coffee consumers — those seeking a novel, elevated interlude while enjoying brief moments of indulgence.
Ahead of the refresh, Topco conducted a review that included qualitative interviews with Wide Awake shoppers, members of its social media community and potential category shoppers. The research uncovered an evolution in shopper desires: The emphasis is now on coffee as an enjoyable and inviting experience rather than as a routine fuel provider.
Adopting the tagline "Wake Up Your World," the brand's overhauled image includes a revitalized version of the its signature owl, a key element of Wide Awake's identity.
"Our shoppers told us, again and again, that the owl is the heart of this brand," affirmed Boyd Irving, VP of center store for Salt Lake City-based Associated Food Stores Inc., a Topco member-owner. "This refresh puts the connection of an expressive owl front and center while staying true to the personality that made shoppers fall in love with Wide Awake in the first ...