Alma Jarocha

In late 2023, we were approached by one of Mexico’s cult coffee brands and chain coffee shops, La Parroquia de Veracruz, to design a new coffee-chain concept that would strategically expand the company’s portfolio towards a younger demographic, expand it’s product offering and blend an on-premise food and beverage coffee shop with retail.

The project begun with a deep dive in the company’s culture and roots, a series of visits to company’s hometown (the port of Veracruz), plenty of interviews with project stakeholders, as well as interviews with both current and target customers.

In parallel, we performed a competitive analysis of all major coffee chains in Mexico, we scanned for up&coming new offerings, and we did a benchmark of other relevant experiences worldwide (both in the coffee-chain and in some adjacent categories).

Armed with all the information, we then facilitated a series of 5 workshops, in which we co-created with our client everything form the concept to the value proposition, the brand’s offering (food & drinks, retail), the customer experience, and the brand’s strategic positioning.

We then designed the brand’s visual identity as a celebration of Veracruz’s rich cultural and historical past.