Brand delivery for Algrano, a distruptor changing the power dynamics in the coffee industry.
Ensuring a fair deal across the global coffee community
Why Algrano
“There is a deep imbalance in the coffee industry and Algrano seeks to disrupt that. Putting roasters in direct contact with the producers growing coffee at source and ensuring fair and equitable business for everyone.”
Michelle Pavey
“We create change with technology to enable independent producers and roasters to thrive.”
Messaging and tone of voice
Algrano’s personality is direct, open and honest. The messaging needed to reflect that while working equally well for two very different audiences: independent roasters in Europe looking for better sourcing, and producers in Latin America, Africa and Asia looking for fairer terms. Key messages were developed for both sides of the platform, with language that was plain, confident and free of industry jargon, making Algrano’s value clear to anyone encountering the brand for the first time.
Brand explainer video
An animated brand explainer video was developed to bring Algrano’s story to life succinctly, with a main 30–40 second version and a series of shorter edits for social media, presentations and events. The video was built to be repurposable, maximising the budget and giving the team flexible assets they could use across every channel.
Website and user journeys
Using Algrano’s refreshed brand identity, user journeys were designed for each of their key audience groups, making it easy for roasters to discover and order coffee and for producers to manage their listings, track shipments and communicate directly with buyers. Visual storytelling and a clear content hierarchy gave both audiences a reason to explore further and a clear path to getting started.
