Expanding Relevance in a Changing Market
Torani, the world famous San Francisco-based producer of café syrups and flavorings, had achieved 95% market penetration with its core line of syrups. But their market was evolving. A proliferation of new, independent and upscale cafés was opting for competitor products as a way to differentiate from the mainstream. To secure its position in these more discerning cafés, Torani developed a premium, all-natural line of artisan Signature Syrups crafted with simple, premium ingredients and pure sugars selected and blended to enhance each flavor’s unique properties. Torani engaged Trinity Brand Group to design a display-worthy bottle and sophisticated graphics for the new line. The resulting package and product line doubled sales in year two and quickly went international with significant volume in Asia, Canada and Mexico. Also, brand quality metrics for Torani overall increased 10 points while competitor ratings declined.