US coffee franchise Biggby Coffee has announced a significant brand refresh on its 30th anniversary.
The refresh centres around a renewed commitment to the values that have spurred the brand’s growth.
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It is introducing upgraded elements in marketing materials and in-store signage to create a unified identity as the franchise continues to widen.
The tagline, Biggby Makes it Better, is intended to encapsulate the brand’s focus on fostering connections.
The brand’s market position is built on handcrafted beverages, direct-from-farm, sustainable sourcing of coffee, and a fully franchised model which enables owners to actively contribute to their local communities.
Chief marketing officer Rita Bettino stated: “Our 30th birthday felt like the perfect springboard for the next chapter.
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By GlobalData“It was an opportunity to reestablish our roots, reinforce who we are and clearly differentiate ourselves in a crowded category. Biggby has always been about creating positive energy, and this refresh brings that to life visually and emotionally in a bigger, bolder way.”
Since its first store opening in the state of Michigan in 1995, the coffee chain has evolved regionally with a presence in more than 430 outlets in 13 states.
The brand has set a target of a $1bn valuation by 2028. In the first half of 2025, it inaugurated 17 new locations and plans to launch 35 additional stores in the remainder of the year.
Biggby president Erin Kaylor stated: “We are a brand built on relationships with our vendors, our customers and our franchisees.
“This refresh is about unifying our message, supporting franchisees with clear tools and making sure our values are expressed consistently as we grow.”
