Innovation | Branding | Design

CAFÉ BUSTELO

An untold origins story comes alive
CAFÉ BUSTELO

Evolving a cult classic to celebrate Mexican traditions & cultural discovery. corner-left-box

From Deep Origins to Great New Heights

Café Bustelo® has always led with bold flavor. The brand was founded in Harlem over a century ago by Gregorio Bustelo, a Spanish native who traveled extensively through Latin American cities, inspiring the rich, espresso-style coffee he became known for. In recent years, The J.M. Smucker Co. has worked to evolve Café Bustelo, innovating new products to expand the portfolio with fresh flavors and enrich the brand story—one built on tradition and exploration.

Celebrating a Sense of Place

Seeing a white-space opportunity for deeper storytelling in the coffee category, Café Bustelo came to LPK to reimagine its popular Café de México Instant Coffee, better aligning with emerging consumer desires, like Curiosity. Knowing savvy coffee drinkers crave a robust flavor profile and connection to community, LPK developed a strategy to convey a compelling origins story on pack, while also elevating Café Bustelo’s most revered assets.

An Artistic Homage to México

We custom-built an approach that balanced Café Bustelo’s iconic brand design with a strong packaging system to drive shoppability. Bringing our deep expertise in Print & Pattern, LPK enrolled a renowned illustrator in México to join our team, developing a library of color, symbology and texture that felt modern, authentic and respectful of native Mexican traditions. The approach brought a crucial cultural lens to the work, while staying true to the design elements that make Café Bustelo so revered.

Line
MELISSA ZÚÑIGA,
ILLUSTRATOR
“

It is so important to us that the pack authentically and accurately represents Mexican culture. And LPK did just that.”

CAFÉ BUSTELO BRAND TEAM

Spreading the Story, Far and Wide

Café Bustelo México Instant Coffee has hit shelves in markets across the US, with intent to showcase more Latin American communities in the future. The work represents Café Bustelo’s commitment to continue celebrating the cultures behind the brand’s bold offerings: “It is so important to us that the pack authentically and accurately represents Mexican culture,” says the Café Bustelo brand team. “And LPK did just that.”

A brand & innovation consultancy
Work with us
Josh Bokelman
josh.bokelman@lpk.com
+1 513 241 6401
© 2023 LPK, Inc. Global Brand Design Agency
Linkedin Instagram Twitter Facebook-f

Get LPK in Your Inbox

 

FIND YOURSELF HERE.

We are a coveted brand and innovation consultancy. A collective of curious minds and creative souls. But this is not simply a place. It’s a direction; a movement pointed ever forward. Here, each of us leads by doing. We inspire our fellow specialists, but also our clients and industry colleagues. The work we create means something and makes something: makes minds change. Makes needles move. Makes watershed moments.

You are different here, and you’ll keep on changing. You will grow here. You will be smart, brave, closer to the truth.

And your transformation will also be ours—a progression paved by following your deepest passions and wildest ideas.

Because here, you own a piece of what happens next. Here, we’re united in the belief that LPK is never finished. We are ravenous for the new, the emerging, the uncharted. We know what we hold sacred. And clinging to that, we charge ahead.

Return to Careers page
Subscribe

    • CPG Brand Workshops

     

    Desires Workshop

     

    Desires Canvas

     

    Innovation Platforms

     

    Have a challenge? We’re all ears.
    Let’s talk about how we can partner.

     

    Have a challenge? We’re all ears.
    Let’s talk about how we can partner.

     

    Have a challenge? We’re all ears.
    Let’s talk about how we can partner.

     

    Have a challenge? We’re all ears.
    Let’s talk about how we can partner.

     

    We use cookies. By continuing we’ll assume you accept the terms of our privacy policy.