Client: Bello Mundo Cafe
San Luis Obispo, CA
My role: Research, Insights & Pitching
Results: What began as a course project has now transformed into a living, breathing brand – Ascendo!
With a student team, I conducted extensive ethnographic research on coffee connoisseurs through observations and in-depth interviews. I also derived quantitative data about consumers' coffee preferences and habits through a targeted survey.
I took a strategic role in analyzing consumer insights from our data collection and developed three core themes. From these insights, we created an authentic coffee bean brand named Ascendo; it captivates the ascension coffee provides for the modern day connoisseur as they prepare for their busy days.
I played a lead role in designing Ascendo's branded content. Along with two students, I pitched the winning rebrand concept to Bello Mundo Cafe against competing student groups.
They have adopted integral elements of our concept and Ascendo is now in existence.