LA MEXICANA

At Nadie we love working with family firms because in them we find all the exciting branding challenges, plus an element which is very rare in the sector: total personal commitment to craftsmanship, going back in time and far beyond mere commerce, because it is not simply a business but also tradition and heritage. How could you fail to value the track record of a brand when it is part of your own history?

Why would you not develop a solid future strategy when it embodies the memory of those who went before? We found in the ingrained commitment of the management team to business and family identity a constant source of inspiration. In this type of company, we learn differently, in a living way, to understand the brand culture and at the same time we fashion from it the mainspring to future planning.The collaboration between La Mexicana Coffees and Nadie goes back a long way. The initial challenge of the company was to update a brand with over 130 years of history and position it on the contemporary coffee panorama. To this end we worked hand in hand with the third generation of the family, designing a strategic vision for them which would guide the development of the brand into the future. What space should it occupy? What should its coordinates be? In the first place, we benefitted from its long track record by identifying in it elements which are held in great esteem today: tradition, authenticity, craftsmanship, origins…

At the same time, we lent the project a much more ambitious perspective: the small scale of La Mexicana Coffees and its local nature did not prevent it from using coffee’s international codes and positioning itself, in its own right, on the coordinates of the global ecosystem which are permitting it to update and broaden its customer base.

To this end we took the brand into the XXI century: we updated its brand culture, and the coordinates of its business, we established a digitilization strategy and we developed a retail concept for it with shop-café-takeaways which today are a success at each and every one of its locations.

In 2020, La Mexicana Coffees celebrated its 130^th anniversary, rounding off a transformation process which has turned it into a great little benchmark brand in the world of coffee. Today it has 16 establishments and a Guinness Record: its shop on Preciados sells the most coffee in the world.

With innovative new experiences and new products, guided by us. Such as Bravío, a special edition rarity coffee matured in a rum barrel, which Nadie came up with and named. A unique formula, with a waiting list, with which to toast a 130^th coffee anniversary brimming with promise.

Company website: www.lamexicana.es