Unblended Coffees
CHALLENGE
The coffee industry is a very mature market with giants like Starbucks and Nestle owning most of the market share. However, farmers are barely able to make a living although they produce all the coffee we love and can’t live without. Changes in customer’s expectations also gave rise to a demand for specialty coffee and more ethical practices throughout the supply chain.
INSIGHT
Fundamentally, producers, rosters and consumers all want to fulfill their highest aspirations. Standing in their way wasn’t necessarily greedy people and corporations. The enemy is the mass market philosophy that incentivizes practices that prioritize profit above all and at all cost, leaving producers, rosters and consumers unfulfilled. They all crave a little more purity and humanity within the industry. Unblended was well positioned to take advantage of these changes within the industry, and lead the revolution. The solution is to change the way coffee is produced, marketed and sold to favor specialty coffee and singularity to add value throughout the entire value chain: producers, rosters and consumers.
SOLUTION
Our work focused on updating the brand platform and creating a new set of messaging that would speak to producers, rosters and consumers. We build a campaign around reintroducing purity and humanity within the coffee industry. It was important for us to stay away from words like “green”, “sustainable”, “equity” that have become so hollow amidst all the greenwashing. We built a campaign around redefining purity. Our new claim was that Unblended was In pursuit of the purest form of coffee– coffee that celebrates the humanity of producers, rosters and consumers everywhere.
WORK
The coffee industry treats coffee as a mass market commodity. Mass market is synonymous with mass production. It prioritizes volume, efficiency and uniformity. It rewards excess and exploitation. It glorifies profit first and profit at all cost. In the process, we lose connection with our coffee. But what’s really lost is our connection with humanity. At UNBLENDED, we’re in pursuit of coffee that… reflects our unique traits, tastes and talents. tells unique stories and journeys of producers, rosters and consumers fulfills our deep yearning for expression and connection nurtures our capacity for honesty, integrity and responsibility. embodies the richness and beauty of our diversity. reminds us what makes us human. UNBLENDED is in pursuit of the purest form of Coffee– coffee that honors and celebrates the humanity of producers, rosters and consumers everywhere.
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