The return to the future of authenticity, in a cup of coffee.
To update a classic, authentic brand with a leading heritage, and connect it with the new culture of coffee.
Design of a new Brand Culture that has driven the growth of the entire company.
Create, launch and establish Fanático: a new key brand in the growth of La Mexicana, allowing this, the parent brand, to deploy its own model of evolution and growth.
Design of a new concept of experiential point of sale, factory, store and cafeteria at the same time
Digitalization of the company’s Brand Experience in an already omnichannel business framework.
Tradition, authenticity, origin, craftsmanship… Values that we associated with the past have become a vehicle to connect with new generations and new intergenerational demands. While it is necessary to update them, project them on our time, involve them in contemporary brand experiences and cultures. By bringing them to the present, values are enriched, taking on new dimensions and meanings, generating new areas of relationship.
The same happens with “the local”, today transmuted into “glocal”. We continue to embrace everything “close”, “made here”, presupposing authenticity. But also, from a global perspective, we connect with “the local” even if it is millions of kilometers away. And we multiply the value of its authenticity to the extent that it connects us with other realities, distant and close at the same time. Thus, terms such as “origin” are resignified under a contemporary perspective: it is no longer a question of a product being from here, but of belonging to a significant place and allowing us to connect with it.
This is the framework that has resignified the culture of coffee, today converted into an environment moved by new attitudes and emotions, with new habits, new consumers and new rules. A new context in which Cafés la Mexicana wanted to evolve its business model and its relationship with new generations of clients. A classic family business in Madrid with more than 130 years of history and a network of stores that sell high quality coffee, which overcame, with the help of Nadie, the challenge of change and updating. Together, we turned our reading of the new consumer scenario into an opportunity for growth: to stop making and selling good coffee, just to go further, to take a step forward, and to connect fully with the great community of coffee lovers. Significant! To belong to it in its own right. Reconnecting with customers and integrating new ones. With a significant commitment to digital environments and the creation of a new omnicanal identity.
A “brand engineering” project that promoted the creation of a new contemporary brand that flies the flag of the new cult of “coffee craftsmanship”: Fanático, the spearhead of the company’s future. A coffee of origin that speaks of people who love passion, knowledge, rigor, quality and commitment. A project that takes to the extreme the love for the authentic coffee and puts in value the new concept of origin: Ethiopia M. Sidamo, Guatemala Antigua, Nariño El Tambo, Kenya AA Plus or Java Wib Jampit. Fan frames his experience in a new concept of store – coffee store developed by Nadie in which the coffee is roasted, ground in the moment and enjoyed right there, in the factory. Where fans, enthusiasts and faithful of coffee with attitude and values feel welcome, as in their own home, participating in workshops, courses and tastings. A spatial concept in expansion.
If you want to know more about this project, send us an email: email@example.com
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