Since we created their iconic brand in 2005, Ritual has become one of the most revered coffee companies in the world. But they were losing market share to younger, less authentic coffee companies and also wanted to combat the snobby stereotype that had become synonymous with 3rd wave coffee. We repositioned them away from their hipster competitors by doubling down on their local roots, making them part of the San Francisco establishment. By communicating stories about their farmer partners, and developing friendly, detailed brew guides, Ritual could share their great love of coffee in a fun and down-to-earth way. They may have started the coffee revolution, but now they're about demystifying the coffee experience.