Case Study: Creating a Coffee Brand That Resonates Globally

When tasked with creating a coffee brand from scratch, we embraced the challenge of transforming an idea into a vibrant, culturally-rooted, and globally appealing product. This case study delves into how we conceptualized and designed a brand that connects deeply with young consumers in Kenya and the United Kingdom.

This project was a collaborative effort between our talented marketing team and the exceptional creative director, Vick Mure, of Avid Animations.

The Challenge

The project began with a blank slate: no name, no identity, and no strategy. The goal was to develop a brand that resonates with Gen Z and Millennials, reflects cultural authenticity, and appeals to modern, vibrant lifestyles across two distinct markets.

We needed to answer fundamental questions:

• How do we differentiate in saturated coffee markets?
• How do we authentically incorporate Kenyan heritage while appealing to a global audience?
• What digital strategies would ensure relevance and engagement among younger consumers?

Our Process

1. Brand Creation

We began by defining the brand’s core essence: a celebration of Kenyan coffee fused with modern, vibrant culture.

• Name Selection: After brainstorming, we landed on a name that symbolizes “gift” in Swahili—a word that speaks to the cultural and emotional richness of Kenyan coffee.

• Visual Identity: We developed a bold color palette combining earthy coffee tones with vibrant greens and golds, representing energy, growth, and premium quality.

2. Positioning and Messaging

The brand was positioned as an empowering coffee experience—not just a product but a lifestyle accessory that adds vibrancy to everyday routines. Key messaging emphasized sustainability, empowerment, and the joy of savoring authentic Kenyan coffee.

3. Target Personas

To connect with the right audience, we crafted three detailed consumer personas:

• The Trendsetter: Young, social media-savvy individuals drawn to stylish, shareable experiences.
• The Go-Getter: Professionals seeking productivity and premium quality in their daily habits.
• The Wellness Enthusiast: Mindful consumers valuing authenticity and relaxation.

Key Strategies

A. Digital Marketing Plan

We created a robust strategy to build awareness, engagement, and loyalty:

• Social Media Campaigns: The hashtag #MomentsOfVibrance encouraged users to share their coffee experiences, creating organic buzz.
• Platform Focus: Instagram and TikTok targeted lifestyle and trend-conscious audiences, while LinkedIn engaged professionals.
• User-Generated Content: Encouraged customers to share testimonials and photos, turning them into brand ambassadors.

B. Content Themes

• Empowerment Stories: Highlighting partnerships with Kenyan coffee farmers to underline the brand’s commitment to community and quality.
• Cultural Fusion: Showcasing the brand’s Kenyan roots and global appeal.
• Lifestyle Inspiration: Featuring vibrant coffee moments for every part of the day.

C. Go-to-Market Strategy

• Pre-launch Phase: Social media teasers, influencer collaborations, and behind-the-scenes content built anticipation.
• Launch Campaign: Targeted events and promotions introduced the brand with maximum impact.
• Post-launch: Loyalty programs and personalized content nurtured ongoing relationships with customers.

Outcomes

Though this proposal didn’t progress to implementation, it serves as a comprehensive blueprint for developing a brand from scratch. Our approach highlights the importance of:

• Cultural storytelling: Grounding a brand in authenticity creates emotional connections.
• Youth-centric strategies: Leveraging digital platforms where the audience is most active ensures relevance.
• Purpose-driven marketing: Empowerment and sustainability resonate strongly with younger, socially-conscious consumers.