For nearly 100 years, all New Yorkers have been drinking Vassilaros & Sons Coffee without even knowing it. Our challenge was to transform a three-generation b2b New York City family coffee business into a consumer-facing brand. We created a fresh brand identity and developed a line of premium products to connect with coffee aficionados.
VASSILAROS FOR MAYOR
To raise awareness of the new look and premium roasts, we created a mock mayor campaign. As the third generation owner of Vassilaros & Sons Coffee, John Vassilaros has been serving New Yorkers longer than anyone. The goal was to use John as the face of the brand and highlight Vassilaros & Sons Coffee's long history as a staple of New York City coffee. He was even formally endorsed by comedian Lewis Black.
LEWIS BLACK ENDORSEMENT VIDEO