James Aimer

Breathing new life into a historic brand

Brief / Requirement

In late 2014 James Aimer, a Dundee based coffee and tea manufacturer, appointed us to research their brand positioning, re-develop their brand identity, create a suite of new marketing collateral, design and build a new website with supporting brand story video and launch the new refreshed brand to the industry, their customers and clients.

Campaign and deliverables

By conducting thorough research into the private label coffee and tea market we identified their heritage and expertise as the elements that make them unique and have leveraged these messages across all touch points.


Developing and managing a sustainable ongoing marketing strategy, we are leveraging their increasing brand awareness and building their profile in the industry.


Genoa Black understands our business model, what we are trying to achieve and have the expertise and creativity to get us there. They have developed a revised proposition which has led to the development of a new identity, website, video and product packaging. We would highly recommend the team at Genoa Black if you want an agency that gets to the heart of your company, has strategic vision as well as creativity.
— Eric Duncan, Managing Director, James Aimer