Culca Cafe & Tostador

2024

Guadalajara, Mexico

Building on the success of one of Guadalajara’s most renowned cafés, the team at Culca came together with a vision to recreate their previous achievements—this time with a stronger focus on coffee specialization and an expanded range of services. And, a desire to leave past mistakes behind.

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Inculcating culture into cafe

With a clear vision and over 40 years of experience, Culca was poised to establish itself as a leader not only in specialty coffee but also in coffee accessorization and education for shop owners.

With a diverse range of offerings, it became essential to define roles before the launch. Stakeholders were aligned, and their services were reviewed, resulting in a brand architecture that brought clarity and distinction to both their B2B and B2C businesses.

Harmony. Balance. Connection.

The internal brand was solidified among all three partners. A strong vision of of bringing Mexican coffee to the forefront was discovered, the strategy was shared with an interior designer to translate these values into tangible, physical elements.

The team then tapped into their archetypes, and drawing inspiration from their own service offerings, created two different brand personas that covered each of their businesses.

A Specialized House

With Guadalajara emerging as one of Mexico’s vibrant coffee destinations — home to over 50 notable cafés — creating a distinctive position in the market became crucial.

A thorough analysis of the market was launched. Direct competitors were analyzed top to bottom, customer surveys and focus groups were done, and enlightening insight were discovered in both their B2B and B2C services.

Aligning the brand inside and out

Culca's strengths were propelled forward, securing a market position and value proposition that were unmatched and impossible to replicate. The team was guided on how to express these strengths through their brand persona, paired with a deep understanding of customer personalities and desires.

Equally vital was the training of new staff for both services. It was crucial that incoming baristas not only adopted and embodied the brand's persona and values but also recognized and upheld what made Culca uniquely positioned in the market.

An Enriching Experience

One of Culca’s defining pillars lies in their highly trained staff and attention to quality service. While most cafes hire baristas that understand how to make coffee, not all have an intimate understanding of the process itself. Baristas are trained in the unique methodology that was created.

The result, in less than a year of launch, is over 60 five-star reviews on Google that laud Culca’s incredible atmosphere, excellent coffee, and an appreciation toward baristas who inspire confidence and expertise.

TESTIMONIALS

IN THEIR OWN WORDS

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IN THEIR OWN WORDS ★

Fernando Rendon, Culca

“You managed to get three different ways of thinking ( from 3 partners), to come together to create a powerful brand strategy, highlighting the best of the three. Not only on paper, but in their objectives, in their way of seeing and feeling the whole project, their market, their customers, and their future.”

Arturo Garcia