The Challenge

Second Cup International has been actively expanding its presence in the Gulf and Middle East be means of franchising Second Cup coffee stores through its master franchisor The Bin Hendi Group as of early 2001. With a prominent presence in the region, Second Cup CEO wanted to strengthen the brand by standardizing its stores, and all branding collateral which included all visual elements, signage, and displays. In early 2007, Second Cup CEO engaged SIGN WORKS LLC as a preferred supplier to standardize all its branding across the region.

The Solution

Sign Works LLC, stepped forward by offering all Second Cup franchise partners the highest quality products relating to the brand. By upholding the international standards, in terms of overall quality of materials, the brand identity in terms of Signage and all marketing collateral. Every element implemented was reflective of the high standards, which mirrored the Second Cup establishment as a company overall.