Covoya
Challenge
As Olam Specialty Coffee, the team had built one of the strongest sourcing networks in the world. Their farms supplied many of the most recognized and beloved coffee brands. But more than that, they quietly shaped the industry from the ground up by investing in communities, improving sustainability, educating roasters and helping hundreds of businesses grow.
But the brand didn’t reflect the heart of the work. To many, Olam felt like a faceless supplier. Specialty buyers were looking for more than logistics; they wanted a partner with purpose. The story needed to shift from transactional to transformational.
Solution
We renamed Olam to Covoya, a name inspired by “collaboration” and “voyage,” reflecting the shared journey between grower, importer, and roaster. From there, we built a brand that brought their mission to the forefront.
This was more than a rename. It was about showing up differently, giving Covoya the clarity, flexibility, and emotional resonance to stand out in a category often defined by commodity thinking. This provided them with a complete transformation across strategy, messaging, digital experience, and go-to-market tools.
Covoya now leads with transparency, purpose, and human connection.
"This work was more than just a rebrand — it was a pure expression of who we really are to the market. The G+ team brought clarity, creativity, and strategic focus at every step of the journey. And this relationship didn’t stop with the brand. Now they’re focused on growing our business through media and ABM. These guys are all-in on our business. And that’s how this story goes."
Rob Stephen, Managing Director
Approach
This wasn’t about putting a new name on an old system. It was about aligning every touchpoint of the brand with the heart of the business. From naming to campaign execution, we worked to shift Covoya from a behind-the-scenes player to a visible, trusted partner. Every element was built to connect more meaningfully with specialty buyers and to scale with the business as it grows.
Naming
We developed an original name for this brand that expressed its essence and worked globally. After a series of proprietary naming exercises, and extensive research, the name Covoya was born. Covoya combines the idea of collaboration, which is the cornerstone of the business, and voyage, which speaks not only to the story behind every cup of coffee, but coffee journeys of every kind. Coffee is a collaborative voyage.
Brand Identity
Brand identity is the visual expression of the strategy. For Covoya, it's the story behind every cup of coffee. A specialty that makes them special in the market. And the design system reflects just that. From the open eye that looks forward to the greens that ground the brand in the earth, every part of this system can be traced back to the strategy.
Messaging Strategy
Covoya's tone of voice reflects the brand tagline: Your Story. Our Specialty. This commitment is expressed in a voice that is always oriented to customer success. It conveys cheerful confidence. The idea of ‘story’ delivers on the sense of adventure in Covoya. The nod to the Specialty category reminds folks of Covoya's area of expertise.
Website Design
We brought the new brand to live visually, verbally and through content that put our strategy in action. Roasters can now dig deep on the green coffee they buy, and tell their own story.
Campaign Development
Branding is just the beginning of the relationship for us. We created modular content for launches, seasonal moments, and origin storytelling — driving both engagement and demand through email, media, and events.
Account-Based Marketing
Because this business is relationship-based, we applied that thinking to all of our marketing. Our team designed, built, and ran tailored content and email strategies to support sales at the account level, with messaging adapted for buyer personas and segments. We continue to optimize, nurture, and build relationships, augmenting the natural journey with modern marketing.
Impact
- Successful rebrand rollout across multiple global markets
- Strong adoption of the Covoya name and identity among specialty buyers
- Elevated perception among roasters who previously overlooked larger importers
- Ongoing partnership as Agency of Record supporting brand, content, and campaign efforts
- A brand that now feels both global and local and trusted by roasters worldwide
Credits
Austin Bond + Sabrina Siegel + Amanie Safadi + John Geletka + Katie Sullivan + Iryna Tarnavska + Anders Newman + Jeremy Johnson + Doug Leinen + Caroline Swain + John DeLuca + Nancy Mines + Joe Wangler + Krizia Vance + Sheetal Meher + Rob Stephen + Bryan Sorensen + Mike Ferguson + Sam Supsky