When an iconic name in coffee decided it was time to freshen things up, LSHD was recommended and tasked with developing a brand as timeless as its brewer and messaging that would resonate with prospective customers and loyal fans alike. We focused our messaging on the richness and pure coffee flavor that—thanks to the science behind its design—CHEMEX delivers each and every time. Paying off our positioning strategy, “the best cup you’ve ever had, every time you have it,” our tag line “Pure Design. Pure Flavor.” captures exactly what the CHEMEX Coffemaker is and what that means to the market.