92 Degrees brings brand agency in-house with Redefine Studio acquisition

92 Degrees is planning to double its 11-store footprint over the next 12-18 months | Photo credit: 92 Degrees

UK specialty coffee roaster and café group 92 Degrees has acquired Liverpool-based branding agency Redefine Studio in a bid to ‘double down’ on its marketing and brand positioning. 
 

92 Degrees has worked with Redefine Studio since the end of 2022 to ‘consolidate and evolve’ its brand identity, marketing materials, digital assets and product and packaging design.  

“Over the past year, we have had the privilege of working with Redefine and getting to know their Founder and Director, Tom Woollam, and his talented team. Tom’s passion for brand and storytelling has always impressed us, and we are excited to have Redefine as part of the 92 Degrees Group. We look forward to seeing what we can achieve together in 2024 and beyond,” said Jack Brewitt, CEO, 92 Degrees. 

The acquisition sees Redefine Studio relocate to 92 Degrees’ Brunswick Dock headquarters, with Redefine Founder and Director Tom Woollam appointed as the coffee chain’s permanent Head of Brand. 

“This is the biggest move we’ve ever made, but the challenge of supercharging 92 Degrees into a global coffee brand is incredibly exciting. Equally, being able to service Redefine’s clients remains highly important to me, and this acquisition gives us the space to do just that,” Woollam added.   

Founded in 2014, 92 Degrees opened its Liverpool roastery in 2014 and its first coffee shop the following year. It currently operates 11 stores across the UK and plans to double its footprint over the next 12-18 months. 

In September 2023, the specialty coffee roaster and café group launched a £3m ($3.8m) funding round to support its expansion efforts. 

Redefine Studio’s other clients include Liverpool-based pasta bar concept Pasta Cosa, cocktail bar L’Aperitivo and property specialists Cosi Living, as well as the Cheshire Phoenix basketball team.