Torani is a San Francisco-based, family-owned company that produces flavoring syrups, sauces, and blended drink bases. Torani can be added to coffee, espresso beverages, cocktails, soda, and other beverages. Firewood was brought in to work on the advertising and marketing collateral aimed at café owners. Once the unquestionable leader in the flavor category, Torani had witnessed the slow and steady rise of competitors. The industry was duking it out in the ditches, with everyone approaching the notion of flavor from a rather pedestrian level. Torani, on the other hand, took the high road and positioned its brand and products as premium quality with a sense of approachable elegance and ‘flavor as fashion’ mindset.