Archive · 5 Oct 2026
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.
- When
- The announcement was made in Singapore on October 5, ahead of the company’s 63rd anniversary.
- Where
- The campaign is intended for participating markets; the announcement was datelined Singapore.
- 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.
- 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.