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Coffee Bean & Tea Leaf Marks 63rd Anniversary With Brand Refresh
The Coffee Bean & Tea Leaf is celebrating its 63rd anniversary.
It has started a campaign to show how its brand is changing.
The company says it wants to keep its focus on coffee, tea and community.
Its new look combines modern ideas with its history of making drinks.
The campaign features artists, employees and customers.
It will look different in participating markets to reflect local communities.
Company leaders say they want the brand to connect with a new generation.
The company says this is the beginning of a larger plan for growth.
The Coffee Bean & Tea Leaf unveiled a global anniversary campaign ahead of its 63rd anniversary.
The campaign is the first step in a broader brand transformation and growth strategy.
The refreshed identity emphasizes the company’s coffee and tea craft, community roots and contemporary style.
Campaign materials feature emerging artists, café employees and customers, with adaptations for participating markets.
The company says it operates more than 1,200 locations in over 20 countries.
- Who
- The Coffee Bean & Tea Leaf, including CEO Ken Lingan and Global Head of Marketing Anshul Laroia.
- What
- The company launched a global 63rd-anniversary campaign as the first step in a brand transformation.
- Where
- The campaign is intended for participating markets; the announcement was datelined Singapore.
- When
- The announcement was made in Singapore on October 5, ahead of the company’s 63rd anniversary.
- Why
- The company says the campaign begins a broader brand transformation and aims to connect with a new generation while building on its craft and community heritage.
Key facts
- Anniversary
- 63rd
- Announcement date and dateline
- October 5, Singapore
- Campaign role
- First milestone in the company’s brand transformation journey
- Campaign participants
- Emerging artists, CBTL employees and customers
- Locations
- More than 1,200
- Countries
- More than 20
- Heritage
- The company says its legacy began in Southern California in 1963.
Quotes
Anshul Laroia
Global Head of Marketing at The Coffee Bean & Tea Leaf
“Turning 63 is a moment to look ahead as much as looking back. We’ve built something lasting on craft and community, and now we’re evolving the brand to matter as much to the next generation as it has to the last. This anniversary is the first step of a bigger transformation, and the start of our next chapter of growth.”
theprint.in
“We’re tuned in to culture and the people driving it, and we’re leaning into our role as a creator brand. Craft and self-expression have been part of who we are for 63 years, and this anniversary is as much about celebrating our past as it is about inviting the next generation to bring their own flavor.”
theprint.in
Sources
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