When I am in New York, I frequently find myself in Gregorys Coffee. The brand is quirky and fun. The logo is odd — I assume it is Gregory’s hair and glasses, but I don’t know who Gregory is! The entire brand follow similar themes — the slogan is “SEE COFFEE DIFFERENTLY.”
I love the slogan, and the brand as a whole. Why?
- The slogan it ties in to the logo (glasses, “see”)
- The slogan communicates something about the brand — we are different!
- The slogan (and the brand name) is short and simple
- The slogan is unique
- The slogan is memorable
- The logo is memorable
As a bonus, their frequent customer club is called “Gregulars!” Brilliant.
One small bone to pick: Gregorys could benefit from some additional USPTO trademark registrations, including covering the name for their app, protecting GREGORYS alone (without COFFEE), and protecting GREGULARS.
