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Café William launches new brand identity

Simplified moniker revealed in anticipation of introduction of new initiatives in specialty coffees.
10/23/2023
Cafe William Group Shot of New Coffee Packaging
CNW Group/Café William Spartivento

Café William has unveiled new branding for its fair-trade coffees.

Developed in partnership with creative agency Publicis Montréal, this new branding initiative is part of Café William’s multifaceted blueprint for growth, a plan designed to transform the company into one of Canada's leading specialty coffee brands.

“Café William's transformation brings a fresh look acting as our platform for growth, yet our core purpose and ambitions remain,” says Serge Picard, owner of Café William. ‘We want to provide Canadians the highest-quality coffee while innovating every step of our supply chain to deliver a sustainable ecosystem through impactful industry leadership. Taking full responsibility for our actions is non-negotiable, and we are committed to reaffirming our dedication to bettering both our communities and the planet. The rebranding represents our opportunity to create deeper connections with our consumers.”

Central to the rebrand is an energized and modern visual identity that complements its simplified logo and new tagline, Acting Beyond the Cup. Café William's new brand identity will begin to roll out in stages through packaging and across its platforms and channels, including its website, social media channels, digital advertising, marketing activations and communications collaterals.

“This is an exciting new chapter for our company,” says Rémi Tremblay, Café William's chief executive officer. “The coffee industry is more vibrant than ever, and we firmly believe in reshaping ourselves to keep evolving, staying relevant, and striving for excellence within the category. In the next five years, our ambition is to provide the highest quality coffee with the least ecological footprint and make it available across North America. In the months to come, we will be launching a variety of new initiatives that we hope set new standards within the industry.”

Café William can be purchased nationally on its direct to customer website, or in retail in 1,100 points of sales in Quebec, including stores under banners such as Loblaw, Sobeys, Metro, and Costco.

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