Corporate Eye

A Case Study in Consistent Branding – Puccino’s

I came across an excellent example of consistent branding on one of my favorite design blogs today, Brand New, that creates a clear message to a targeted audience which customers recognize and have quickly come to expect – Puccino’s a coffee bar with franchises in the U.K.

Check out some of the pictures of Puccino’s cups, signs, sugar packets, bags and more below, and notice how there is no doubt that these items come from the same company and deliver the same brand image – irreverent humor for a less formal audience.  Puccino’s hits the ball out of the park in terms of meeting the 3 key components of developing a brand – consistency, persistence and patience.


A new set of cups comes out each year, but the design and underlying image is always the same.  Customer expectations for the brand have been set, and Puccino’s consistently meets those expectations through its packaging and marketing signage. 

I have not been to a Puccino’s, so I’d be interested to hear if the in-store experience matches the brand image and promise one would expect from the packaging and marketing materials.  If you’ve been to a Puccino’s, leave a comment and let us know what you think?  Is the complete Puccino’s brand experience from packaging and marketing to the in-store experience consistent?

Check out the post on Brand New to read a great interview with Puccino’s designer, Jim Smith.

Images: Jim Smith via Flickr

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Susan Gunelius is the author of 10 marketing, social media, branding, copywriting, and technology books, and she is President & CEO of KeySplash Creative, Inc., a marketing communications company. She also owns Women on Business, an award-wining blog for business women. She is a featured columnist for and, and her marketing-related articles have appeared on websites such as,,, and more. She has over 20 years of experience in the marketing field having spent the first decade of her career directing marketing programs for some of the largest companies in the world, including divisions of AT&T and HSBC. Today, her clients include large and small companies around the world and household brands like Citigroup, Cox Communications, Intuit, and more. Susan is frequently interviewed about marketing and branding by television, radio, print, and online media organizations, and she speaks about these topics at events around the world. You can connect with her on Twitter, Facebook, LinkedIn, or Google+.