ARMINDA COFFEE
Design-driven premiumization that multiplies value without scale dependency.
Arminda’s brand positioning was built through the creation of its verbal language and brand context. Benchmarking, market and consumer research, and trend studies supported the strategic positioning from which every design decision derived: brand, visual identity, graphic design, illustration, packaging and typography.
The challenge was to translate a refined, sensorial coffee soul into communication and experiences through design management, from brand strategy, portfolio, tone of voice, colors and materials to website, tableware and packaging, giving the new brand a unique, premium identity at launch.
Reposition a commodity coffee brand into a premium category through strategic design, brand architecture and sensorial experience, unlocking higher margins and new business models, and raising the product’s perceived value.
End-to-end brand and product strategy translating sensorial quality into perceived value, enabling premium pricing without increasing production complexity.
- Shifted brand perception into a premium, highly competitive market
- Price uplift: USD 8 → USD 36/kg
- 70% retailer revenue increase, validating the new business proposition
- Shift from the traditional espresso sales system to a new model
- 60+ points of sale (Year 1)
- Award-winning brand launch
- A flexible business model, replicable across categories
- Margin-first positioning
- Clear trade-offs, no overbuild
- Brand as value lever
- Outcome-driven design decisions
- Scalable premium framework
Awards & recognition
Trade-offs
- Prioritized premium positioning over mass accessibility, accepting lower initial volume to unlock higher margin, brand equity and long-term differentiation.
- Chose brand storytelling depth over operational simplicity, increasing design and communication complexity to build emotional value and perceived quality.
- Balanced boutique identity against scalability, designing a flexible business model that could expand without eroding brand authenticity.