9K to 140K followers in a year
A roaster with two shops and a cult following rebranded for a national wholesale push without losing the people who made it.
- 140K
- followers, from 9K
- 212
- new wholesale accounts
- 8.1%
- engagement rate at peak
- Content Production
- Creator & Community
Services
The challenge
The old identity was hand-drawn and beloved. The new one was clean and, on first reveal, hated. The wholesale team needed the brand to look like it could scale; the regulars needed it to still feel like theirs.
The approach
We rolled the rebrand out as a story instead of a switch: six weeks of posts about why, with the founders on camera, the old cups in shot, and the new bag arriving last. Regulars were invited to a preview and their reactions became the launch content.
The outcome
The reveal post is still the account's most-shared. Follower count grew fifteen-fold in a year and the wholesale team closed 212 accounts, most of whom cited social as where they found the brand.
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