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Volcafe, one of the world’s leading coffee traders, needed a strategic refresh to enhance its global market position, messaging, and digital ecosystem. Watson refined the brand’s visual identity, key messaging, and thought leadership approach, reinforcing Volcafe’s role as a strategic partner in sustainable coffee sourcing. A new website, marketing strategy, and digital portals were developed to streamline B2B operations and enhance supplier relationships. Watson also produced white papers and thought leadership content, positioning Volcafe as a trusted voice in the industry. The result was a cohesive, globally resonant brand that strengthened Volcafe’s relationships with roasters, farmers, and industry leaders, reinforcing its ambition to be the world’s best coffee partner.
At the heart of Volcafe Way is its commitment to "farming as a business"—an approach that empowers farmers to improve profitability and sustainability. Watson Creative crafted a brand identity that resonates with both farmers and buyers, emphasizing trust, empowerment, and global connectivity.
The brand manifesto celebrates the resilience of coffee farmers and their integral role in creating a sustainable future:
This messaging was woven into all touchpoints, from digital platforms to on-the-ground training materials, ensuring consistency and impact.
Watson Creative designed and built an advanced digital ecosystem to support Volcafe Way’s goals, with a focus on empowering farmers and providing transparency to buyers.
Since its inception, Volcafe Way has created measurable change:
“We used to work in the traditional way due to a lack of technical knowledge. Now, we’re improving the quality of our coffee while protecting the environment.” – Adelmo Heredia Diaz, Coffee Farmer in Peru
Build from insight. Strategy isn’t guesswork—it’s groundwork. We listen, research, and distill what matters to guide smarter decisions and set a solid creative direction.
Make it meaningful. From naming to narratives, we create content that speaks with purpose—rooted in truth, tuned to your audience, and built to connect.
Design for behavior. We craft digital experiences that are intuitive, scalable, and aligned with how real people move, click, swipe, and search.
Bring brands to life. Physical spaces, moments, and memories matter. We design experiences that feel human—and stay with you long after the lights go out.
Drive connection. Our marketing approach blends data and instinct—getting the right message to the right people, in ways that actually move them.
Partner on progress. We work alongside your team to solve real problems, shift thinking, and build internal alignment—without the agency ego.
