Second Cup unveiled a brand overhaul last week, including a new logo, a longer name (it’s now called Second Cup Coffee Co.) and a re-designed Toronto store that’s serving as a test lab for the chain.
Before the refresh, Second Cup had been stagnant. It was facing falling sales and its brand felt staid in comparison to upstarts and independents in the market. In light of the new brand vision for the company, its vice president of marketing, Vanda Provato, spoke to Marketing about what she wants the new branding to communicate, the new, lighter look of its test location and why it was time for a change.
