Purpose Driven Brands + Conscious Consumers
In 2018 I offered to design the website for Turtle Rescue Cahuita, a small grassroots organization in Cahuita, Costa Rica. It has turned out to be one of the most fulfilling partnerships with personally and professionally. Through the Turtle Rescue Cahuita, I met Lucrecia from DUKŪR Coffee, a small coffee company from San Jose, Costa Rica.
Together we have developed a new strategy for DUKUR. We have structured DUKUR as a purpose driven coffee brand and hope to appeal to the younger more conscious consumer who is willing to spend more for products that do more or go further. As part of this brand transformation DUKUR is teaming up with grassroots community organizations to share their platform and their profits as a way to support the important work they do.
DUKUR Coffee has developed a special bag of coffee dubbed the “Community Brew” that is specifically designed to highlight the brand values and more specifically the work of Turtle Rescue Cahuita. This new package was designed by the talented Costa Rican designer Paula Mendez. We also redesigned the DUKUR logo and have carefully crafted a strategy to move the brand into the current market that values brands that do more than just sell us products, but rather a whole experience created by our purchase. Who doesn’t want to drink coffee and save sea turtles at the same time?
