Altaris Coffee - in progress 🌐
In this ongoing project, my partner are exploring how lean a speciality coffee business can be. Our mission is to make brewing and consuming great coffee inspiring. We leverage my lean approach to marketing and my client's contacts from their tenure at a global commodity giant.
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problem
Coffee isn't new, but commodity coffee is. This project is established to celebrate the history and journey of good coffee. Coffee branding has become too loud or, at best, misleading.
solution
Altaris is meant to be the safe harbour amidst the noise, providing carefully selected speciality coffee without the greenwashing and virtue signalling. We hypothesise that fundamentals with classic and tasteful branding will invoke authority and trust in the millennials and the more traditional Gen Z.
Altaris translates to “from the heights”, which reflects our view of what the best coffee should be like. Aside from referring to the ideal conditions of remarkable coffee, we believe coffee should heighten one’s state and outlook on the world. We pay utmost attention to deliver you coffee that’s handled and roasted with respect. That’s why when you drink Altaris, you rise above the noise.
Every detail, every roast, every moment begins above the ordinary.
Altaris exists to honour what coffee can truly be: a quiet act of elevation.
We believe in rising above the noise, in treating each bean as a craft of reverence, and in creating moments that restore stillness and clarity in your pursuit of greatness.
As for my contribution, I took on the role of being the solo marketing department. At the time of writing, I have handled the following:
·Competitor research ·Identifying blue ocean in speciality coffee niche ·Brand story, tone, design playbook ·Logo concept & working with designer ·Negotiations with suppliers ·Coffee package design ·Unit economics ·Marketing calendar and planning
to be continuted…
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see also
