From its 1932 heyday as a chain of New York City lunch counters to its presence on today’s kitchen counters, Chock full o’Nuts® has maintained its status as an iconic brand brimming with the energy of the big city. In keeping with its New York City roots, The Goldstein Group, an NYC branding consultancy knew just how to reinvent the line’s most iconic elements and revive its signature spirit. Extensive rounds of proprietary research paired with TGG’s wealth of knowledge in re-staging heritage brands allowed us to determine exactly which brand assets to preserve and which brand assets required improvement. The result is a Chock full o’Nuts® with a stronger brew designator and a new flavor system, while retaining the home-town appeal. We call this the perfect brew: a strong shelf and on-line strategy which is forever the heavenly combination.