Stellarossa today is a large and successful coffee shop franchise in Australia. At a pivotal moment in their development, the company's owners realised they needed to think bigger to grow the brand, and to base their thinking on facts rather than entrepreneurial instinct. Qualitative and quantitative market research revealed some fascinating insights, which when placed alongside the owners' dreams and objectives for the business, lit a path that would lead the company to the next major step. Unfortunately for the owners, they commissioned a local 'branding' agency to bring the change. What followed was a lacklustre vision that really missed fundamental points that the research pulled out. Points which were absolutely necessary to join the customer experience to the future vision. The Fizzbuzz solution. When Fizzbuzz were called in, we were able to see a very clear direction for the brand and immediately began work on the fix. Fundamentally, Stellarossa is an indulgent experience, both in coffee and food and across its range of offerings. Stellarossa heightens the senses through smell, taste and texture. From the magical odour of roasted and ground coffee and freshly baked bread and patisserie products, to creative breakfast and lunch meal options, the sense of 'accessible luxury' customers reported was one of the brand's key differentiators in the research. As a brand that had been established for several years and gained a loyal, if small following, our solution was to create an evolution of the brand logo with a new, sensuous edge to encapsulate quality, flavour and passion. Alongside the logo, an entire communication system was developed amongst which was a range of tactile background textures for digital and printed communications, a pallet of colours with a rich red at the centre, sophisticated typography combining a script style with a modern sans serif and a written communication style to keep franchisees on target. Over subsequent months, Fizzbuzz reinvented everything from the takeaway cups to signage, packaging, digital menus and the company's social media posting styles. Over time the rebrand has had a very clear impact. More customers are drawn to the brand because they can sense the promise, the logo's distinctive styling proving a compelling memory trigger. But the new brand has also been effective in attracting franchisees, giving Stellarossa a much expanded presence compared to the previous evolution of the company.