Wide Awake Coffee Co., the private label coffee brand procured by Topco Associates for its member-owners, has unveiled a refreshed brand identity, new packaging and an expanded assortment of more than 50 items, now available in thousands of Topco member stores nationwide.
The refresh follows research that included qualitative interviews with Wide Awake shoppers, members of its social media community and potential category shoppers. The findings pointed to an evolution in what coffee drinkers want: an enjoyable, inviting experience rather than routine fuel, with coffee serving as a mindful ritual and a vehicle for personality.
Anchored by the tagline “Wake Up Your World,” the updated look centers on a rejuvenated version of the brand’s signature owl, which research identified as a key element of Wide Awake’s identity. While previous packaging featured a host of complementary characters, the original owl now serves as the face of the brand.
“Our shoppers told us, again and again, that the owl is the heart of this brand,” said Boyd Irving, VP of center store for 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 place, with the addition of modernized accents and features.”
More than 50 items in 6 categories
The new packaging system pairs the owl with a refined color palette and a five-point roast scale for clarity at shelf. The expanded assortment spans 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 percent 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.”
A refreshed website and social media presence launch alongside the new packaging and in-store marketing this week.
Topco is a privately held, member-owned cooperative with more than 80 years of experience serving grocery retailers, wholesalers, foodservice organizations and pharmacy companies.
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