Services
Client
Year
Challenge
ESPRO had strong product credibility but was operating in a crowded, luxury coffee space where competitors often led with heritage or lifestyle.
The brand was primarily selling on USPs (Unique Selling Points)—such as their patented double micro-filter, rather than an aspirational identity. To reach the next level of growth, ESPRO needed to shift from being a “product people buy” to a “brand people love.”
Goal
The objective was to execute a full-scale brand evolution that would: Deepen the emotional connection with their core audience. Refine the brand identity to match their premium, high-end positioning. Increase in-store sell-through and digital conversion power.
The impact
The strategic shift from USP-led to brand-led marketing delivered immediate commercial results:
27% Increase in Store Sell-Through: The elevated desirability and clearer shelf impact translated directly to retail growth.
6x Return on Ad Spend (ROAS): By leading with emotional resonance, the new brand identity significantly boosted digital conversion efficiency.
Category Leadership: ESPRO successfully carved out an ownable space in the luxury coffee market, establishing a new standard for how premium brewing should feel and perform.
Consistent Brand Presence: The overhaul created a unified customer journey, reinforcing ESPRO’s status as a premium authority at every interaction.
The approach
Against Ordinary pushed the brand to new heights while retaining the original logo:
Adopted an Audience-First Mindset: We developed three distinct customer personas to ensure every piece of communication spoke directly to the specific desires and expectations of their most valuable segments.
Defined Distinctive Positioning: We flipped the narrative from “product features” to “lifestyle value adds.” We identified a unique market position that challenged category norms, allowing ESPRO to own a clear space in the premium market.
Crafted an Emotional Identity: We moved the brand from product-led to experience-driven. This included an alluring new tone of voice, elegant typography, and a timeless colour palette designed to feel luxurious across every touchpoint.
Unified the Ecosystem: We overhauled all digital and physical collateral, from advertising creative to packaging, to ensure a coherent, high-end presence.
