Global Baristas LLC dba Tully’s Coffee has roped in US-based independently owned creative agency Tether to act as its agency of record to create new marketing and brand refresh strategy.
As part of the collaboration, Tether will look after all the aspects of Global Baristas' retail brand refresh and marketing strategy from concept through creation and execution.
It will also help Tully's with finalizing and implementing its plans for a complete redesign of all Tully's stores, for which the coffee chain has invested $6.5m, in the future.
Global Baristas chairman Michael Avenatti said: "The new look and feel of our stores, coupled with the technological enhancements we are bringing to the customer experience, will be a 'game changer.'"
Tether CCO Stanley Hainsworth said that this is an opportune point in time where Tether's unique approach to storytelling through design can help paint a new picture of the coffeehouse experience.
"Both Michael and I share the excitement of this opportunity to redefine the place where commerce and community intersect," Hainsworth added.
"Under this new leadership, consumers can soon expect to see significant change and more choice when it comes to their daily coffee routine."
As part of the collaboration, Tether will look after all the aspects of Global Baristas' retail brand refresh and marketing strategy from concept through creation and execution.
It will also help Tully's with finalizing and implementing its plans for a complete redesign of all Tully's stores, for which the coffee chain has invested $6.5m, in the future.
Global Baristas chairman Michael Avenatti said: "The new look and feel of our stores, coupled with the technological enhancements we are bringing to the customer experience, will be a 'game changer.'"
Tether CCO Stanley Hainsworth said that this is an opportune point in time where Tether's unique approach to storytelling through design can help paint a new picture of the coffeehouse experience.
"Both Michael and I share the excitement of this opportunity to redefine the place where commerce and community intersect," Hainsworth added.
"Under this new leadership, consumers can soon expect to see significant change and more choice when it comes to their daily coffee routine."
