How we helped Makena's Gold Coffee maximize its market potential

Café Ouro de Makena is a brand of gourmet coffees originating in the region of Patrocínio (MG), one of the Brazilian terroirs most recognized for its quality and flavor. The region has for decades had a portion of what Brazil has best in terms of coffee and, more recently, has controlled Denomination of Origin. In order to take advantage of the potential of this production, Terras de Makena (Farm responsible for the production of the brand's raw material), in partnership with WHF, immersed itself in the world of direct marketing of coffee to understand the opportunities and challenges of operating in the sector.

Together, we investigated what are the dynamics of commerce and consumption that govern the decision-making process in the B2B and B2C segments, comprising retail and food away from home (coffee shops). In an immersive prototyping process, we explored a new narrative for the brand identity (Makena Gold), as well as its representations in different versions for the final consumer. At the end of the project, we built a technical feasibility and brand experience plan, as well as complementary business model alternatives for this expansion. The focus of this work was to clarify the decision scenario for implementation and investments by the entrepreneurial group responsible for the brand.