Authentic and recognizable, we built the brand around its origin, history, and leader: a sustainability-committed, third-generation coffee farmer named John. As a result, the brand became the first finished cold-brew drink sold in the U.S. to be grown, roasted, and brewed by its growers.
The Origin Story-telling.
With over a century of family legacy, producing, processing, and sorting the best coffee beans in Nicaragua, in 2019, John Castellón took his family business to a new era by cold-brewing their specialty coffee right at the origin. This vertically integrated process sets them apart, with John himself overseeing every aspect, from seedling to hand-picking, roasting, brewing, and packaging.
Equipped with this deep understanding, we developed a strategy under the Big Idea: 'Famer-grown, farmer-brewed,' focusing on the unique experience of enjoying a specialty coffee brewed at its origin by its growers. Authenticity was very crucial; we didn't drift away from his story. John and his family are coffee farmers with daring dreams, and that's the beauty of it. Who better than them, who live for coffee, to provide traceable, ethical, sustainable, and delicious coffee?
The Name is John, Señor John.
For the name, it was essential to making a point about pride in origin. So we crafted a name that told the story of John and his family and spoke to his Latino heritage. This might seem irrelevant, but it is a solid differentiator from coffee brands cold-brewed in the US.
'Señor John' has a friendly, nickname-like angle and is easy and catchy for an international crowd.
A Memorable Silhouette.
The symbol, based on the silhouette of John himself, provides a memorable brand asset for shelf recognition. But, more than that, it reinforces the message of the farmer persona behind all aspects of the coffee-making process, not only John but all coffee farmers.
Creative and Strategic Direction: Carlos Zúñiga
Lead Designer: Inti Ruíz
Graphic Design: Dainin Solís, Carlos Zúñiga, Inti Ruíz.
Copy and Communications: Daniel Aragón H.
Photography: Otto Mejía
Photography Production: Daniel Aragón H., Melina Rodríguez,
Karen Torres, Jonathan Picado.
Video: Tanacatana Films
2020 @ Developed for Madre Consulting
Lead Designer: Inti Ruíz
Graphic Design: Dainin Solís, Carlos Zúñiga, Inti Ruíz.
Copy and Communications: Daniel Aragón H.
Photography: Otto Mejía
Photography Production: Daniel Aragón H., Melina Rodríguez,
Karen Torres, Jonathan Picado.
Video: Tanacatana Films
2020 @ Developed for Madre Consulting
