Following an internal review, coffee chain Country Style has hired Tag Franchise to lead its branding initiative.
Tag Franchise is tasked with refreshing and elevating the brand, which has more than 400 locations across Canada. According to Patti Laine, president of Tag Franchise, the goal is to create “a voice for Country Style,” while still maintaining the brand’s integrity.
“That doesn’t necessarily mean elevating it to a higher end product offering, but elevating it in terms of creating cohesion and consistency throughout the brand and drawing attention to the different products that they offer,” Laine said.
Country Style is one of 40 brands under the MTY Food Group umbrella, which also includes Extreme Pita, Jugo Juice and Mr. Sub. Tag Franchise handles Mr. Sub, Extreme Pita, Druxy’s, Just Falafel and Mary Brown’s.
Laine said Country Style was conducting an internal review of previous partners, and the agency was encouraged by the brand’s vice-president to present a proposal to owners.
Tag Franchise will start with a brand audit, research of existing materials, consumer research and strategic planning. It will then come out with a “brand platform map,” to be used throughout the organization, impacting marketing and the future of the brand from a communications standpoint, and also through operation, product development and locations.
The new Country Style branding is expected to roll out in the second quarter of 2015.
