Project Description


Differentiate regional coffee roaster from monolithic brands in crowded category.

Challenge: Tully’s built their original business by copying Starbucks before market saturation and recession proved this to be unsustainable.

Strategy: Focus all communication on the coffee pedigree and regionalism that are unique to Tully’s.

Results: After the re-brand was launched, Tully’s Coffee posted their first-ever profit. The new store design has been well received. Campaigns generated an 8.4% lift relying exclusively on in-store promotion.

Scope of work
  • Brand Strategy
  • Brand Positioning
  • Naming and Nomenclature
  • Identity Refresh
  • Store Planning
  • Packaging Systems
  • POS Strategy
  • Branded Environment
  • Exterior Trade Dress Program
  • Integrated Marketing Strategy


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“David Lemley’s process totally revitalized our brand and allowed our executive team to buy into, and then lead the charge for Tully’s new brand identity. Mr. Lemley achieved what no one else has in the twelve years Tully’s has been in business: he helped us to create a differentiated brand, a unique vision, positioning and a growth strategy for new markets.”
— P. Hoedemaker, VP Retail Operations, Tully’s Coffee