The appointment marks the brand's first venture into communicating directly with its consumers. Previously Zuma, which Espresso Essentials launched last year, only communicated with the coffee-shop trade.
The branding and design agency has been tasked with designing and producing Zuma's first PoS material, having already been involved in creating the packaging and then through-the-line trade communications for the brand.
Given the new focus on the consumer, the latest initiative required a slight development of the brand's identity, in order to create a personality and look for Zuma that focused on consumer experience and set it apart from other beverage brands in the sector.
Jeremy Rogers, Zuma managing director, said: "Zuma has hit and exceeded all targets since launch and a lot of customers now ask for it by name, despite it having been a largely trade proposition before now. We felt it was about time we talked to the customers and started to put the whole picture before them."
He added: "Dutton Merrifield has created a range of materials that places the Zuma brand and the various Zuma products well and truly on the map within the coffee-shop world."
Earlier this year Zuma appointed Dutton Merrifield Interactive, the digital division of the agency, to design and build its . The site will promote its Zuma-branded drink range, including chocolate and frappe mixes and fruit smoothies.
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