Mandy Espericueta - Cafe Bustelo

Overview

Cafe Bustelo is a beloved coffee company that prides itself in its unique flavor and Latin American roots. They were founded nearly a century ago and have made a name for themselves due to their Cuban-inspired, espresso-style coffee which is both high quality and reasonably priced in stores.

Though they maintain a relatively loyal consumer base, Café Bustelo is currently perceived as more traditional, budget-friendly, and enjoyed primarily by older generations. While they have an appealing color palette, the design of their product packaging is a bit bland and lacks any connection to their brand history, culture, or unique flavor. Café Bustelo does not have a strong marketing message or call to action that entices new and younger consumers to take a chance on them over other store-bought competitors.

Design Considerations

1. Retain current brand color palette.

2. Emphasize connection to Latin American culture.

3. Strong copywriting with a central theme.

4. Bold type, simple illustrations, and color blocking.

Current Brand Packaging

Current Brand Product Line

Target Audience

The current consumer base is Latin Americans who are middle aged or above and feel a nostalgic connection to the culture or history of the brand. One of Café Bustelo’s main goals is to appeal to younger adults, aged 25-35, who identify with Latin American culture and/or have family who are Latino. Café Bustelo aims to engage with this new target audience in a way that appeals to traditional Latino values, such as family, sharing, and cultural pride. In order to better understand the intended target audience, a target persona was created that embodies the type of consumer the Café Bustelo brand appeals to.

Conceptualization

While Café Bustelo would like to remain true to their cultural roots and maintain their strong following in the Latin community, research has shown that tradition does not always translate to continued sales in the current market. To combat this, the brand will focus on appealing to a younger audience and forging a personal connection with consumers. This goal will be accomplished with the creation of a new logo, complete packaging redesign, updated brand voice, and implementation of a marketing campaign.