Bad Ass Coffee of Hawaii, the franchise famous for its premium Hawaiian coffee and unapologetically bold brand personality, has appointed Iain Douglas as Chief Brand Officer. This strategic move is aimed at fueling the next wave of the brand’s remarkable growth.
Douglas, a veteran brand architect with a track record of catapulting powerhouse names to new heights, steps into this role with deep experience and an even deeper connection to Bad Ass Coffee’s mission. From redefining Olay at Procter & Gamble to steering Barefoot Wines and Josh Cellars into category leaders, Douglas has left a trail of transformational impact across industries.
“This brand represents everything I stand for – empowering people to push beyond their limits, inspiring them to seize the day, and fueling their inner strength with every cup,” said Douglas. “Under Scott Snyder’s leadership, the brand has built a strong foundation, and I’m excited to help drive its next phase of exponential growth.”
Back to the ‘Ohana, with a Bold Vision
While this is Douglas’s first official role at Bad Ass Coffee of Hawaii, it’s not his first time shaping the brand’s trajectory. Following the company’s acquisition in late 2019, Douglas worked closely with the leadership team in a consulting role, helping define the brand’s current DNA. Described as a blend of Hawaiian authenticity, edgy empowerment, and bold ambition.
“This isn’t the first time that Iain Douglas has injected some Badass influence here,” said Scott Snyder, CEO of Bad Ass Coffee of Hawaii. “Five years later, I am thrilled to welcome him back… Iain doesn’t just bring extensive Fortune 500 brand know-how to our aggressive growth plans, but he’s a creative force that knows how to unlock brand potential and generate sustainable growth.”
Douglas’s initial priorities include unifying the brand voice, amping up franchisee support, and launching dynamic marketing campaigns that highlight empowerment and community. One such initiative is the upcoming 2025 “Fuel Your Inner Badass” campaign. This campaign is a rallying cry for coffee lovers and franchisees to embrace their boldest selves.
Redefining Franchising with Purpose and Passion
Founded on the Big Island of Hawaii in 1989, Bad Ass Coffee of Hawaii is now a rising star in the franchise space. They offer premium Hawaiian-grown coffees from Kona, Kauai, and Maui, alongside a vibrant café experience filled with aloha spirit. Today, more than 30 franchise locations operate across the U.S., with over 100 more in the pipeline.
Douglas joins a brand that is redefining franchising with its collaborative culture and robust support systems, including advanced technology and territory development tools. What we love best is their franchise heart.
As Douglas takes the reins on brand strategy, he brings not only a history of bold growth but also a belief in the spirit behind every cup. His leadership marks a new chapter for Bad Ass Coffee of Hawaii. This chapter is set to be steeped in premium product, powerful storytelling, and passionate expansion.
