ID Society

Choose Client: ------------------- 1800 Tequila Alizé ABC Family AMC Network Audemars Piguet Baltimore Ravens Blumenfeld Development Group BMI Bulleit Bourbon Captain Morgan's Ciroc Vodka Columbia House Crown Royal Elizabeth Arden Flip.com Hard Candy Hills Bros. Jewish National Fund Johnnie Walker Kipling KPMG Lifetime Network March of Dimes MTV Nautica Nautica Jeans Co. Sarah Brightman Spector Group Tanqueray TAO Restaurant Tishman Speyer USA Films USA Networks VO and VO Gold Whiskey Zymes

Client Projects:

• Hills Bros. Coffee

Hills Bros. Coffee

Hills Bros., a brand known for its coffee and cappuccino instant drink mix, was formerly under the collective Sara Lee Coffee & Tea division, until its recent purchase by Massimo Zanetti Beverage USA, a privately owned coffee company with headquarters in Bologna, Italy. ID Society was charged with creating a Web site that would reinforce the relationship with the existing consumers - who have been loyal to the coffee brand for years - while expanding brand awareness of Hills Bros. to a new generation of coffee and cappuccino drinkers.

ID Society created a Web site that offers a seamless online experience featuring information on each coffee blend and cappuccino flavor, preparation tips, company history and recipes that users can engage with in a real way. A key design point was to ensure that consumers would continue to recognize the familiar Hills Bros. brand, while providing a store locator, for easy navigation to locate product in local retail outlets. “A key design point was to ensure that consumers would continue to recognize the familiar Hills Bros. brand, while providing easy navigation to facilitate site visitors’ ability to locate product in local retail outlets,” said Rahul Sabnis, creative director, ID Society.   “We focus on relationships and empowering consumers to make a connection with the brand.”

The indulgent site supports the entire Hills Bros. brand online, marrying the rich history and familiarity of the coffee brand with an updated look to acquire a younger audience, while serving as an easy to navigate shopping platform. It successfully showcases the brand’s rich and distinctive taste profile. The site provides a platform to reach core users and new customers by engaging them with the many offerings of Hills Bros. “The creative and strategic redesign of the Web site successfully showcases the brand’s rich and distinctive taste profile,” said Esperanza Carrion, Sr. Director of Marketing of Hills Bros.  “We are very excited with the launch of the site as it provides a platform to create a forum with our core users, reach new ones, and allow them to be engaged with the many offerings of Hills Bros. An online presence maximizes our marketing efforts and brand initiatives.”