Julius Meinl is a globally recognised ambassador for Viennese coffee house culture, synonymous with tradition and quality. As the brand embarked on a journey of modernisation, the challenge was to engage a younger, more dynamic audience without alienating their loyal core customer base.

The collaboration began with a short-term project to generate fresh taste profiles for the packaging materials of a new range of drink-at-home coffees.

The goal was to create short impactful texts that entice the reader's senses while introducing each product's distinctive flavour. By liaising with the Julius Meinl team, learning the customer's likes and dislikes and blending creative descriptive language with established taste profile terms we delivered texts ready to hit the shops.

Soon, we were working together on larger projects. As the collaboration evolved, our scope expanded to include developing a revamped Sustainability Portfolio.

This critical online statement makes Julius Meinl’s initiatives, commitments and positive impacts across its supply chain clear. These include supporting farming communities via its Generations Program, and delighting customers through its Responsibly Selected Coffee Initiative.

Striking the right tone was vital; we focused on accuracy and accountability, ensuring the content avoided green-washing while still reflecting the brand’s genuine dedication to making a lasting difference.

Beyond the initial scope, we were engaged in copy editing and proofreading key sales materials for the hospitality and hotel industries.

These materials needed to align with the high standards expected of one of Europe’s most recognisable coffee brands. Working closely with Julius Meinl, we elevated the clarity, consistency and professionalism of these materials while gaining valuable insights into the broader range of products. This deepened understanding allowed us to deliver content that resonated with diverse stakeholders, from high-end hospitality clients to everyday coffee enthusiasts.

Through this partnership, Julius Meinl successfully modernised their communications without compromising their heritage.

Whether it was packaging that appealed to new audiences, a sustainability narrative that inspired trust or polished sales materials that upheld their premium reputation, every piece of content was tailored to enhance the brand’s position in the market.
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Our collaboration with Julius Meinl highlights how thoughtful, brand-aligned communication can bridge the gap between tradition and modernity, empowering an iconic brand to grow its audience and impact.