We have been invited by Coca-Cola Brasil to work on its first brand of premium and artisanal coffee along with Leão, a brand with more than 100 years of tradition in the country’s teas segment, which has now increased the family by the most Brazilian product of all: coffee.
To get a profound understanding of the matter, we entered the coffee universe and went through an integral experience: we visited the two main producing regions of Brazil (the south of Minas Gerais and the state of Espírito Santo), interviewed producers, baristas and experts on the subject. We immersed ourselves in the process to discover that the coffee in our land is special, from crop to cup.
We are the world’s largest exporter, though the 100% Arabica beans (the best species) hardly ever reach our homes: they are mostly directed to the foreign market. Leão wanted the opposite: the best coffee in Brazil should be on Brazilian tables.
Client: The Coca-Cola Company.