At Santo Grão we have identified a pain of Brazilian Coffee consumers: there is a lot of different coffee options but it is hard to understand what is the real difference between them. To solve this problem we decided to redesign the six packages of our coffee blend line, explaining the difference between our coffees, and translating their characteristics to the noun specialized consumer.
Research method
Different sources of information were combined to better understand the problem:
1. Observation of customers' behavior in supermarkets: how do people shop for coffee in the supermarket? How the search for it? How they hold the packages, where they look?
2. Interview with B2B and B2C customers to understand what informations they value to be on the package.
3. Interview with stakeholders from Santo Grão: CEO, CPO, Sales team, and Coffee Specialists.
4. After designing: showing mockups to stakeholders and selected B2B and B2C clients.
Final Design
This was a long way, with lots of learns. I have worked on this project for a few years before the company feels confident enough to invest in the new packages.
