Global Business Growth Built On Local Talent: LSHD Advertising Helps Chemex Refresh the Iconic Global Brand of Its High-end Coffeemaker

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Now on store shelves around the world, savvy coffee lovers can find the re-designed brand of the iconic Chemex® coffeemaker, developed and designed by the Chicopee, Mass., agency LSHD Advertising for Chemex, based in Pittsfield, Mass.

This is a great example of two local companies coming together on a global initiative.

LSHD was charged with refreshing the timeless Chemex Coffeemaker brand, known among coffee aficionados since the 1940s for its form and function, and featured in memorable films and TV, including the 1963 James Bond film, From Russia with Love, the modern classic Friends TV series and the current hit TV show, Nashville.

The coffeemaker, a nod to the “kitchen-as-laboratory” concept that took hold in the 1930s, blends inspiration from the Bauhaus school of design with the precision of a laboratory flask, and has gone unchanged since it was first introduced by Chemex in 1941. It is known around the world for delivering the purest, most flavorful cup of coffee.

LSHD’s mission was simple, but the execution presented a challenge: create a brand strategy that was as timeless as the Chemex brewer itself, but make it appeal to a global marketplace and attract new customers.

“We wanted to rejuvenate and refresh the look of Chemex to stand true as a relevant product today, but we also had to make sure that we carried on the legacy that has endured for over 70 years,” said Eliza Grassy, vice president, Chemex Corp. “LSHD brought back the results that we wanted.”

“This is a great example of two local companies coming together on a global initiative,” said LSHD principal Bob Demetrius. “It was truly an honor working with Chemex bringing together the past, present and future of their brand.”

The new Chemex brand logo and packaging are featured on the shelves of a wide variety of retailers, including Crate and Barrel and Williams-Sonoma.


LSHD, based in Chicopee, Mass., is a full-service marketing, advertising and public relations agency serving local, national and international clients with a full range of marketing consulting, public relations and creative support to business-to-business and consumer product companies.

Chemex Corp., based in Pittsfield, Mass., manufactures Chemex® Coffeemakers, Chemex® Bonded Filters, hand-blown water kettles and Chemex® accessories distributed worldwide.

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Christina Divigard
LSHD/Divigard & Associates
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