BRAND:
Juan Valdez
CLIENT:
National Federation of Coffee Growers of Colombia
BACKGROUND:
Colombia developed a compelling café concept that would help increase demand for all Colombian Coffee. It provided benefits for the 500,000 Colombian farmers that status the brand, Juan Valdez, elevating the premium coffee-buying customers by keeping in mind everything the Federation does is for the benefit of all coffee farmers. All profits are channeled back to the farmers and their communities. Colombian Coffee historically sells at a premium and provides a higher standard of living for the farmers.
In 2000, although Colombian coffee and Juan Valdez were well-known, over time they become too strongly associated with mass-market brands. The perceived value of Colombian coffee had begun to erode.
ACTION:
Conduct research for the brand, Juan Valdez, and the products. Discover the best way to refresh the brand by adding “Premium” coffee products and services. This new new brand was designed to feel true, rich and upscale. The Juan Valdez “signature” stands for distinction, authenticity and a promise to provide the highest quality coffees.
The result was a new cafe, food, drink offerings and experiences which would establish Juan Valdez as a premium coffee brand, showcase Juan Valdez, helping to re-stage the brand and increase overall demand for all Colombian Coffee. The café was designed to do more than just sell coffee. It also tells the story of Colombian coffee growers.
DELIVERABLES:
Research, Brand Strategy, Names, Logos, Sub-Brand Logos, Design, Brand Guidelines, Environment, Packaging, Digital, Marketing Communications, Campaign, Launch
RESULTS:
The Juan Valdez café concept has become a powerful tool for changing perceptions of Colombian coffee, and increasing awareness of the role of the collective Fedecafé. Within two years of launch, this café concept has been expanded to six additional sites within the United States.
LEARN MORE:
www.JuanValdez.com
ROLE:
Michael Thibodeau - creative director and lead designer working with the National Federation of Coffee Growers of Colombia, FutureBrand and Weber Shandwick