For many small business owners who hear the word “branding,” the temptation to mock
is hard to control. They will roll their eyes and tell you just what they could achieve with
only a tiny fraction of a big corporation’s branding budget.
Alterra Coffee is changing its name to Colectivo Coffee starting today in Milwaukee.
A change that comes after 2010 deal giving Alterra distribution rights to Mars Inc. —
a great example of local brand expansion done correctly. “We were and are committed
to growing our organization and creating opportunity for all of us. Making that happen
takes resources.” the founders say on the company’s website. “Alterra is a great name,
and it is freighted with all the good stuff our organization has done and created over
the past 20 years… but it is only a name (great as it is).”
The heart and soul of our company – the culture and the quality – remain.
At the end of the day, our people are what make us great, and all of us
are still here.
That’s important. Renaming to COLECTIVO™ mutually completes the Fowlers and
Miller’s involvement with the Mars organization. Lincoln Fowler states: “The ALTERRA®
brand is going global thanks to Mars Drinks, while we chose to stay local,” said in
this news release.
Their bakery still makes those amazing goodies I crave, the coffee crew still finds and
creates the coffee they have become famous for. The product design + illustration
stays gorgeous. The quality stays the same. It’s simply a name change, get over it.
I will continue to ♥ this brand. I frequent the 5th Ward Foundry café, where post-industrial
design pays homage to the manufacturing tradition and history of our city. What is your
Nice clip introducing Colectivo Coffee, the new name for Alterra Coffee by
Aurum, a creative-driven motion design studio right here in Milwaukee.