- Brand Development, Creative Partnership, Digital Marketing, Research and Insights, Store Design, Strategy
Integrating a new and trustworthy own-brand coffee into the Maxol range
What if a forecourt coffee could rival the best independent cafés? When Maxol set out to elevate its food and coffee experience, TAP partnered with them to create a new own-brand offering that customers could trust and crave. The result was ROSA Coffee, a confident, modern brand designed to transform everyday coffee moments into something special, while redefining Maxol’s position as a premium food destination.
Our Approach
Inspired by the rise of independent coffee culture, we set out to craft a brand that felt authentic, unpretentious, and full of character. Through research and brand strategy, we aligned ethical sourcing, local quality, and distinctive taste into one cohesive story. The identity was built around warm, earthen tones and clean, modern design whilst balancing everyday value with an elevated, artisanal feel.
The hummingbird became ROSA’s signature, a symbol of energy, optimism, and movement. Embodying the spirit of great coffee and the vitality of those who drink it.
The Result
ROSA Coffee launched as a trusted, own-brand hero across Maxol’s new-look forecourt stores. The brand saw a 25% uplift in coffee sales at trial sites and strengthened Maxol’s reputation for quality and innovation. With a new digital loyalty app, a growing portfolio of sub-brands, and plans for standalone cafés, ROSA Coffee has evolved from a retail offer into a vibrant brand with national potential.
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“Maxol is becoming as well known for its coffee as it is for its traditional fuel and retail convenience offering.”
Brian Donaldson
CEO, The Maxol Group