Biggby Coffee launched its initial major brand overhaul in 30 years this June, swapping its look with bold orange hues, fresh fonts, and the tagline “Biggby Makes it Better.” The update aims to highlight its focus on optimism and customer connections while expanding its 430-store footprint into southern and coastal U.S. markets. Coffee shop chains worldwide have increasingly embraced global coffee culture as social hubs, making connection and community a central theme.
The brand identity overhaul replaces its old color schemes with vibrant orange tones and introduces cleaner typography. These visual elements now appear on marketing materials and in-store signs, aiming to unify Biggby’s image across all locations.
Biggby’s rebrand swaps outdated hues for bold orange and cleaner fonts, featuring unified visuals across marketing and storefronts.
Leadership calls this refresh an “evolution,” not a total reinvention. It’s meant to emphasize the chain’s roots while standing out in a competitive coffee market. The refresh also reaffirms Biggby’s farm-direct sourcing practices, ensuring ethically sourced beans while maintaining affordability. Rita Bettino, Biggby’s Chief Marketing Officer, said the changes reflect values like optimism and a “people-first” approach.
Co-founder Mike McFall added the rebrand isn’t just about coffee but “making life better” through connections. Newly appointed president Erin Kaylor stressed the importance of maintaining relationships with franchisees and customers during the changeover.
The company plans to open 35 more stores by year-end after launching 17 in early 2025. GlobalData analysts note proactive adaptation to trade policy shifts is critical for scaling brands amid evolving import tariffs. Its “down and out” growth strategy targets southern states and coastal regions as it eyes a $1 billion valuation by 2028. Biggby operates as a fully franchised business, letting local owners run stores while adhering to updated branding rules.
Leaders say the refresh gives franchisees clearer tools to deliver a consistent experience. Bright orange now dominates cups, menus, and logos to help stores grab attention. Typography shifts to a simpler, modern style that keeps some familiarity.
The tagline “Biggby Makes it Better” ties into its mission of fostering positivity. Executives claim the changes make the brand feel warmer and more energetic without alienating loyal customers.
With over 430 locations in 13 states, Biggby competes against larger chains by stressing community ties and handcrafted drinks. Sustainability remains part of its pitch, with ethically sourced coffee beans highlighted in marketing.
The refresh also aims to appeal to new markets where the chain isn’t yet a household name. While the look has changed, leaders insist the core goal stays the same: building connections one cup at a time.
For now, the orange wave is rolling out nationwide as Biggby bets big on a brighter future.
