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.
PACKAGING
DIGITAL
BRAND FILM
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.

The campaign was picked up by the New York Times and Daily Coffee News
DIGITAL
OUTDOOR/WILD POSTINGS
LEWIS BLACK ENDORSEMENT VIDEO