Branding Case Study: Allegheny Coffee

A well-established local business in need of a quick brand and identity change.

The client

Fortune’s Coffee

Business type

Gourmet coffees, teas, and accessories from around the world.

Challenge & message

New ownership had procured the business name from previous owner, but suddenly had to make a quick branding change.

For more than 50 years, Fortune’s Coffee has been dedicated to helping customers find the perfect cup. Their unique selection of the highest-quality coffees, teas, and accessories from around the world is what built their business. Customers select and grind their own beans, request custom tea blends, or just soak in the atmosphere and wonderful aromas of their gourmet products. They’ve all come to expect that and much more from Fortune’s. Although, they would never change what makes them special, circumstances have forced them to change their name.

The brand strategy

Brand promise

Although our name is changing, we will never change what makes us special. We will still offer the same choice Arabica beans, roasted just right. We will continue to provide the same imported 100% Ceylon teas, artfully blended. And, of course, you can always stop by for that same perfect cup.


Develop an identity that reflects the unique shopping experience and rustic setting.

  • More coffees and teas from more parts of the world
  • Ships products everywhere
  • Self-serve setting, mix-and-match, do your own grinding


Differentiate the business from retail chains, like Starbucks, which tend to over-roast their products.


Reflect Pittsburgh’s local and regional character. Don’t ignore non-coffee offerings.

The Solution


Name – Allegheny Coffee & Tea Exchange
  • Invokes tradition
  • Introduces a “trading company” feel
  • Leverages importer/exporter and large variety of goods
  • Plays well with in-store experience of rustic setting, barrels, self-serve, etc.
  • Captures local identity
Tagline – Artfully Blended & Roasted Just Right.
Logo and identity

New look and feel that reflects the character of the business in a way that’s more meaningful to customers.

Allegheny Coffee & Tea Exchange montage of branding samples


Here’s what the client has to say:

We’re relatively new owners of a long-established business in Pittsburgh’s historic Strip District. Although we initially retained the original business name, we suddenly found that we needed to change it. Step2 “stepped in” and proposed several new ideas, including the name we selected and now use. A new tagline, logo and a few ads later, we never lost a step. We love our new name and look; our customers love it; and we’re moving forward!


General Manager, Allegheny Coffee & Tea Exchange

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