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Johnsonville - Director of International Business

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A New Customer Experience for a Historic Company

The Problem:

Torke Coffee is a Midwest regional manufacturer, supplier, and servicer of coffee, tea, and related products and equipment. This family-owned business has been a recognized brand in the Midwest since 1941, and has unparalleled customer service, but needed an updated brand identity and brand strategy to position themselves well for the current generation of business.

They wanted to expand into new markets – appeal to new customers – and increase brand reputation, but the coffee segment is noisy and competitive space.  Torke needed to stand out, to resonate.

So, they entrusted their brand to Sun Graphics Media and our marketing experts dug in, freshly caffeinated with Torke Coffee... for research purposes, of course.

SGM Approach:

Sun Graphics Media started by drilling down, unearthing, and identifying the current brand value and position. We needed to understand where Torke was, in order to discover where they needed to go! This took extensive research and analysis of the brand.

Our approach is and was scientific. We used our BAV analysis (Brand Asset Evaluator).  The BAV required over 100 hours of work, with 25 hours dedicated to focus groups and over 474 customer interviews.

Our research surfaced many soluble findings. Brand relevance was lacking for Torke.

This was particularly detrimental as this specific market - the coffee industry - has heightened customer expectations.

4,247 cups of coffee later…

The Solution:

Torke needed to stand for something more than just its product offerings in order to resonate with consumers in a competitive marketplace. The answer to this problem was to heighten Torke’s brand relevance by identifying and highlighting their points of differentiation; elevating their customer service and deepening community involvement through a strong Giving Back initiative we coined “Every Cup Gives”. Our team developed a comprehensive marketing strategy, creating a clear picture of Torke’s brand identity. With this brand strategy in their arsenal, Torke will be positioned to penetrate new markets, appeal to new customers, and increase their brand reputation. Their new brand strategy will also serve as a guide to position existing and future product offerings.

Sun Graphics Media was subsequently brought on by Torke for the implementation of the strategy.  We’ve created collateral for all touchpoints.  Our team designed and built a new website leveraging our in-house, certified, UI/UX experts, award-winning design team and SEO strategy team.  We devised a content strategy for all social channels, as well as manage their blog, ad campaigns, and content creation.  

Torke now has a clear message, a team of marketing experts, and a competitive outlook as they lead with their strategic brand identity in a competitive market.

Check out Torke's new customer experience online here.


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