Wide Awake Coffee Co.® Unveils Brand Refresh

This week, Wide Awake Coffee Co. unveiled a refreshed brand identity, new packaging and expanded product assortment that puts an emphasis on today’s coffee consumer—one who’s seeking a fresh, elevated experience while indulging in those brief moments of pause throughout the day.

To ensure Wide Awake continues to meet the needs of coffee drinkers across the country, a review was conducted that included qualitative interviews with Wide Awake shoppers, members of its social media community, and potential category shoppers. The insights-driven research concluded an evolution in shopper wants, putting an emphasis on an enjoyable and inviting experience; a shift away from individuals who view coffee consumption as a routine fuel provider. Today, coffee is a vehicle for personality, creativity and delight. It’s a mindful part of a ritual, not just an element of the routine.

Anchored in the tagline, “Wake Up Your World,” this modernized approach features a rejuvenated version of the brand’s signature owl, a character that shoppers and research indicated was a key element of Wide Awake’s identity. Although previous packaging saw a whole host of complimentary characters, it’s the brand’s original character that will serve as the face of the rebrand.

“Our shoppers told us, again and again, that the owl is the heart of this brand," said Boyd Irving, Vice President of Center Store for Associated Food Stores, Inc. “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 place, with the addition of modernized accents and features."

The new packaging system centers on the owl and is paired with a refined color palette and a five-point roast scale for clarity at shelf. Wide Awake’s assortment has also expanded to offer more than 50 items across six categories: Classic Brews, Organic Brews, Single-Origin Brews, Ready-to-Drink, Customizers and Seasonal. All Wide Awake ground, whole bean, and single-serve coffee is made with 100% premium Arabica coffee.

"This isn't just a new look," Irving said. “It's a more complete, more confident Wide Awake that meets the needs of the modern coffee drinker; one brand that can be a shopper's coffee destination."

In addition to the new packaging and in-store marketing, shoppers can experience a refreshed website and social media pages, starting this week.

For more information about Wide Awake Coffee Co., including where to purchase, visit wideawakecoffee.com.

About Wide Awake Coffee Co.®

Wide Awake Coffee Co. brings colorful personality and premium quality to every sip. The brand offers more than 50 products spanning ground beans, whole beans, organic roasts, single-origin roasts, pods, refrigerated drinks, and creamers. Wide Awake Coffee Co. — procured by Topco Associates, LLC to support member-owners — has products currently available in thousands of Topco member stores across the country. For more information or to find where products are available for purchase, visit wideawakecoffee.com.

About Topco Associates, LLC

Topco Associates, LLC is a privately held, member-owned cooperative with more than 80 years of expertise serving leading grocery retailers, wholesalers, foodservice organizations, and pharmacy companies across the United States. Guided by the principles of aggregation, innovation, and knowledge management, Topco harnesses the collective scale, expertise, and commitment of its member-owners to strengthen their competitiveness. For more information, visit www.topco.com.