Juan Valdez.
The Colombian coffee growers’ Cafe.

BRAND STRATEGY
BRAND POSITIONING
BRAND IDENTITY
PACKAGING
RETAIL

Juan Valdez is a coffee shop chain that belongs to the National Federation of Coffee Growers of Colombia. This brand represents a community of coffee producers and over the years, they have become the iconic symbol of Colombian coffee, known for offering products of the highest quality worldwide.

Despite its recognized tradition and appreciation not only in Colombia but around the world, its image had become outdated and was not responding to the increasingly specialized coffee consumers. This had placed the brand in an ambiguous position, requiring a redefinition of its target audience and, above all, the values it represents.

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Brand Positioning Strategy

In collaboration with the Federation, we have defined Juan Valdez’s position in the market. To achieve this, we conducted thorough research on the entire coffee collection and production chain, from the coffee farm to the barista in the store. In this way, we identified and expressed the elements that have made Colombian coffee one of the most valued in the world.

Packaging inspired by colombian mountains

We brought to life the Colombian mountains that make the Colombian coffee the best in the world, everything through the design and highlighting each region where the coffee comes from with colors, illustrations, textures for making each presentation unique.

Besides this, the packaging tells the story that Juan Valdez wants you to know—the efforts of coffee growers’, the unique properties of the coffee, how to prepare it, and what distinguishes Juan Valdez coffee as exceptional.”

Retail Concept, based on colombian materials

We have rescued the authentic values of Colombian coffee, starting with the planting and harvesting process, which is unique due to the mountainous geography of Colombia.

These values are reflected in our products and in our retail locations. Additionally, we explored the roots of Colombian architecture to create a unique environment that transports each consumer with every cup of coffee they enjoy in our stores.