Keurig begins Van Houtte rebranding effort
Montreal-based coffee company Keurig Canada has begun a rebranding initiative for its Van Houtte brand in advance of its 100th anniversary in 2019. The modified branding includes a new logo which is intended to reflect the company's heritage and expertise. It incorporates an image of company founder Albert-Louis Van Houtte, along with his signature. The new branding also includes updated packaging.
"Since the very beginning, the Van Houtte brand has constantly evolved, developing its culture and expertise to help consumers appreciate the subtle nuances of coffee," said Van Houtte brand manager Anick Chartrand. "So it's a natural next step to subtly reposition our logo, while keeping faith with our roots. After redefining the art of blending coffee to create a range of flavours for all tastes, we wanted to revamp our logo with the same meticulous care."
The new branding is being introduced with a national advertising campaign that includes a television commercial which broke on Aug. 22. This will be accompanied by subway advertising in Montreal, Toronto and Vancouver, as well as point-of-sale materials and digital advertising. The company has also developed an updated website at Vanhoutte.com. According to the company, this is the first of a series of initiatives that will lead up to the brand's 100th anniversary.