Beverage Name – Cafecito, cold brew
Overview
“Cafecito,” is a cold brew coffee beverage. Cafecito sources it’s coffee beans from sustainable coffee farms across Latin America specializing in beans from Mexico, Colombia, and Puerto Rico. Price point for a can/bottle of cafecito is $3-$5.
Project Goals
The goal of the beverage brand and packaging is to educate consumers on sustainable coffee production in Latin America, support local farmers, and give consumers the energy of Latin america in every beverage. A successful final product incorporates the colors and energy of Latin America into the beverage. Cafecito’s goal is to have the consumer feel the energy of the beverage before they consume it. No more bitter cold brews, cafecito sources only the best beans from sustainable farms.
Target Audience
Cafecito’s primary target audience are coffee consumers aged 20-32. Price point for cafecito is $3-$5 so it includes all income levels. Cafecitos captivating colors will draw consumers from every gender but will primarily focus on branding towards women. Cafecito also aims to target the climate conscious consumer through our brand story and production. Cafecito bold and balanced flavors will attract consumers tired of bitter tasting cold brew. Cafecitos secondary target audience is business’ and restaurants’ looking for a great tasting sustainable cold brew. Restaurants and Bars sometimes can’t afford to spend time making espresso shots for drinks. The solution, cafecito cold brew.
Positioning
The major competitors in the corporate marketplace are Starbucks, Stok, chameleon, la colombe, and Dunkin’ Donuts. The major competitors in the local marketplace are trident, modern times, dark horse, and high brew.
Important industry trends in the coffee market is providing canned cold brew to consumers, offering healthy coffee combinations, and marketing towards a young age group.
Design Considerations
The beverage needs to be refrigerated. Most competitors use cans.
