Case Study

Anacafé | Guatemalan Coffees

BRAND STRATEGY
Consumer Goods

Developing a national Guatemala coffee brand that is globally resonant.

THE CHALLENGE

In the 1900s, Guatemalan Coffees rose to prominence around the world, but like many industries, the volatility of the global coffee market has been a constant since the brand’s inception. The global pricing market—among other key forces—had impacts that ranged from the emergence of globally-influenced coffee trends to an on-the-ground humanitarian crisis as farmers fight for fair wages. This chain reaction impacts many key stakeholders who create, package, sell, consume and are culturally impacted by the product.

Anacafé sought to establish a resonant, global Guatemalan Coffees brand that supports Anacafé’s desired outcomes. The country and its people have a story that connects emotionally to consumers. It’s a human-to-human brand story that no one was telling.

OUR STRATEGY

Anacafé and Heart+Mind built a research plan to understand the needs of internal stakeholders, uncover the stories and ideas of local communities, map consumer needs and influences, and develop brand positioning that differentiates and propels both Anacafé and Guatemalan Coffees.

After an initial round of secondary research, we conducted a variety of qualitative research sessions with decision makers and stakeholders along the supply chain, as well as consumers. We engaged each of these target audiences in Illumination LabsSM, BrightBoards, and Focus Groups to gather rich insights. These insights informed the development of an innovative new brand identity to match the new brand positioning.

IMPACT

Anacafé successfully revamped the Guatemalan Coffees brand to emphasize its future-readiness and connected with the target consumer through an updated visual identity.

We developed clear multi-channel messaging that improved understanding of cultivation, microclimates, and offerings, leading to improved exports and connections with foreign influencers.

As a result of the updated branding and new campaign ROI on higher coffee differentials, faster delivery to market, and farmer wages are up YOY; Guatemalan Coffees social engagement up YOY; and Fun Café local schools and technical training have been developed and built.