A refreshed identity never tasted so good.

Sas Coffee, a specialist in private label coffee, saw the opportunity to grow into a leading player in the private label coffee market. To achieve this ambition, the brand underwent a complete brand strategy & brand identity exercise in collaboration with mad about you.

Passion for the craft, a heart for coffee.

We created a clear positioning, an improved product portfolio and a new identity that emphasizes the unique character and heritage of the coffee specialist. Additionally, new internal values were redefined to inspire pride among employees for the company.

Let’s cup together.

The tagline “Let’s cup together” is a warm invitation to collaborate with Sas Coffee and underlines the company’s strength as a partner who delivers tailor-made solutions. The new identity of Sas Coffee marks a new chapter in the brand’s rich history. With a fresh look and a sharper focus on private label solutions, Sas Coffee is ready to strengthen its position as a coffee partner in the rapidly evolving world of coffee.

“We wanted to preserve the heritage of
Sas Coffee while preparing the brand for the future. mad about you helped the marketing team rediscover the essence of Sas Coffee and translated it into a contemporary identity that reflects both our unique history and future goals.”