Coffee Bean and Tea Leaf Launched Anniversary Campaign
The international brand has kicked off a global celebration to mark 63 years of business operations.
Updated on Oct. 5, 2026 in Tea
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The Coffee Bean & Tea Leaf has launched a global anniversary campaign to celebrate its 63rd year in business. This initiative serves as the initial phase of a broader brand transformation strategy designed to engage a new generation of customers.
Why it matters
The campaign aims to revitalize the company image as it seeks to maintain relevance in a competitive market. By updating its visual identity, the brand is positioning itself to attract younger demographics while honoring its long history.
The brand currently operates 1,200 locations across more than 20 countries. This milestone celebration honors 63 years of operation since the company began in Southern California.
The players
The Coffee Bean & Tea Leaf
This international coffee and tea chain was established in Southern California and operates over 1,200 retail locations.
Jollibee Group
This multinational conglomerate owns and manages various food and beverage brands on a global scale.
The details
The anniversary campaign incorporates creative content from company employees and emerging artists to highlight the brand history. This effort coincides with a refreshed visual identity intended to evolve the company presence globally.
Timeline
The brand was founded in 1963.
The anniversary campaign was officially unveiled on October 5, 2026.
Culture Shift
This move follows the retail coffee industry brand revitalization trend of legacy chains updating visual identities to maintain market share. The brand is repositioning itself to meet the preferences of younger consumers who prioritize distinct visual branding and community-focused storytelling.
Customers can expect to see updated branding and potential campaign-related content at their local coffee shops. These changes are intended to modernize the in-store experience while maintaining the company long-standing product offerings.
The takeaway
Legacy brands often use milestone anniversaries as a strategic opportunity to refresh their visual identity and consumer messaging. Readers looking to follow industry shifts should watch how established companies adapt traditional branding to attract evolving customer demographics.
Further reading
For more information on market trends, visit our Tea section.
More information
View official announcements and historical information on the Coffee Bean and Tea Leaf corporate site.
Live Poll
Do you feel that long-standing brands generally succeed when they try to modernize their image?
