Collectiv / Brand development & strategy
COLLABORATIVE COMMITTED COMMERCIAL
Issue
UCC are famous for their B2B relationships with the likes of Waitrose, Greggs and McDonalds. They had highlighted a potential opportunity for machine supply to small independent groups of artisanal roasters. Ultimately, there wasn’t a coffee opportunity with them due to the perception of UCC amongst artisanal roasters, but the hardware supply was certainly something UCC could explore with the right brand hierarchy and partnerships in place.
Idea
Collectiv was created to influence roasters and create prestige around an exclusive club. In partnership with Nuova Simonelli, it gave artisanal roasters access to the lastest Nuova Simonelli machines and the full suite of machine part replacements.
Impact
In year one, 50 roasters were onboarded, with 70 roasters then being onboarded buying 500 machines in year two. Collectiv delivered £1.5m in incremental sales across the first 12 months following launch, way above expectations.
Project
Brand development & strategy
Services
Branding
Campaign Creative
Digital
Packaging Design
Visual Identity System
Always artisanal
UCC are famous for dealing with the most well known retail and fast food restaurants in the UK. They felt there was a hardware opportunity with the thousands of untapped artisanal roasters the country over, and so Collectiv was born. An exclusive members only club where independent artisanal roasters had access to reduced machine costs, parts and servicing.
Above all expectations
UCC had modest expectations for year one of Collectiv. Partnered with Nuovo Simmonelli, 50 roasters were onboarded with over £1.5 million in purely incremental sales generated. We developed the distinctive Collectiv brand guidelines and went on to develop all sales assets including stand design, photography, scheme rewards and a gated shopify site for exclusive members.
On site
To play into the exclusivity of being within Collectiv, the branded shopify site was gated with access hidden in the main UCC site. When you were onboarded, you were given a login to the site that had thousands of newly photographed parts and the latest Nuova Simonelli machines.
