Cafés El Globo little is a great Asturian coffee roaster that has always sought to be at the forefront of coffee. Founded in 1965, the firm has been since its origins a standard-bearer for quality coffee, opting for 100% Arabica as early as 1997 and working closely with beans producers in different parts of the world. In this spirit, El Globo in 2015 launched one of the first packaged on the market cold brew, 100% natural and without additives.

‍

The El Globo team approached Lantern about relaunching this product in order to take it out of the niche of coffee connoisseurs and bring it to a wider audience that appreciates good coffee without the need to be an expert.

‍

To meet this challenge, the Lantern team carried out a study of the codes and messages that other brands were using in this category and then conducted a series of sessions and interviews with consumers. This research gave us the keys to the routes we should not take, and illuminated clearly the messages that best conveyed the brand's main idea: to spread the culture of the best coffee, speciality coffee, roasted and brewed to perfection.

‍

Once we had a synchronised brand and product positioning, the challenge was to translate it into a naming and identity that would reinforce what made us unique. We opted for a name with strength and a great deal of simplicity, remembering the brand's promotional nature. After an extensive analysis of possibilities, the name chosen could not be other than "Café de verdad" (Real coffee), a coffee high quality, without 'trompe l'oeil' cold infused, without industrial shortcuts.

‍

As for the visual image of the brand, we leveraged on the codes of speciality coffee to reinforce the message, borrowing from the brand equity that is already in the consumer's mind. A brand that has the potential for expression beyond the packaging and with derivatives at the point of sale. An image that reinforces the brand message, modern, high quality, accessible, but not banal.

‍

Based on our work, Cafés El Globo has relaunched the new range of products, seeking to reach with its new value proposition and image a wider public within a category, that of speciality coffee, which is constantly growing.

‍

‍