February 2014 • www.specialty-coffee.com | 43
if you're looking to add an image to a
product, we more than likely have it or
are working on it."
Erez Toker at Vessel Drinkware says
using pre-made designs in conjunction
with a company logo has proved a great
success for his customers, many of who
simply don't have the skills (or time)
to cra a grand merchandising plan or
money to pay for a graphic designer. He
said sales and orders are up, way up.
"Most customers who buy logo
product only order once or twice a year,"
Toker says. "Our customers utilize co-
branding—who we work together on
merchandising programs—order three,
four, ve times a year."
e bottom line is, any company
in the coee industry that wants to
merchandise needs to put more than a
little thought into what their customer
wants, not anybody else's. Or else, he
says, "the retailer oen ends up brining
product to table mimicking what others
are doing; failing to ask the question
at the end of the day whether or not
this product is a viable salable retail
product." SCR
C V'
I
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