Case Studies

Cafe Bustelo

Time has changed

Café Bustelo, a beloved coffee brand with a rich heritage rooted in Latin American culture, has built a loyal customer base over decades. Known for its bold, espresso-style coffee and iconic yellow and red packaging, the brand has traditionally appealed to Hispanic communities and fans of strong, affordable coffee. However, as the coffee market evolves with specialty roasters, third-wave coffee culture, and younger consumers seeking premium and sustainable options, Café Bustelo faces challenges in expanding its appeal beyond its core audience.

  • How can Café Bustelo balance tradition and modernity in its rebranding?
  • What marketing channels and tactics should be leveraged to reach younger audiences?
  • How can sustainability and ethical sourcing be incorporated into the brand’s identity?
  • Should the brand introduce new product lines (e.g., cold brew, flavored options) to stay competitive?
  • How can the brand maintain its affordability while appealing to premium coffee consumers?

1. Brand Identity & Packaging Refresh.

✅ Updated Logo & Packaging – Maintain the signature yellow and red color scheme but refine the design with a sleeker, more modern look. Introduce minimalist typography and cleaner visuals to appeal to younger, design-conscious consumers.
✅ Heritage Storytelling – Highlight Café Bustelo’s Latin roots and founder story through packaging and marketing materials, reinforcing authenticity while modernizing the presentation.
✅ Sustainability Messaging – Introduce eco-friendly packaging options (e.g., recyclable canisters, compostable pods) and promote responsible sourcing practices.

2. Product Innovation

✅ Cold Brew & Ready-to-Drink (RTD) Line – Introduce bottled cold brew and iced coffee options, tapping into the growing grab-and-go coffee market.
✅ Flavored & Specialty Blends – Develop new flavors such as Café Bustelo Vanilla, Mocha, and Spiced Cinnamon while preserving the bold espresso taste.
✅ Single-Origin & Premium Line – Launch a limited-edition line with single-origin beans to attract specialty coffee drinkers.

3. Digital & Social Media Marketing Strategy

✅ Influencer & UGC (User-Generated Content) Campaigns – Collaborate with Latinx influencers, food bloggers, and lifestyle creators to showcase Café Bustelo’s cultural relevance and versatility.
✅ TikTok & Instagram Engagement – Leverage viral content trends, including café-style recipe videos, aesthetic coffee moments, and Bustelo-inspired morning routines.
✅ Brand Partnerships – Team up with Latinx-owned brands, musicians, and creators for limited-edition collabs (e.g., Café Bustelo x Bad Bunny cold brew).
✅ Hashtag Challenge (#BusteloVibes) – Encourage fans to share their Bustelo coffee moments, reinforcing community and brand engagement.

 

1. Increased Brand Awareness & Market Reach

🚀 Stronger Appeal to Younger Consumers – By engaging Gen Z and Millennials through digital marketing, influencer partnerships, and TikTok campaigns, Café Bustelo will gain traction among a new generation of coffee drinkers.
🚀 Expansion Beyond Core Hispanic Market – While maintaining its cultural authenticity, the refreshed branding and product innovations will attract a more diverse audience, including specialty coffee enthusiasts.

2. Sales Growth & Market Share Expansion

💰 Boost in Retail & Online Sales – The introduction of cold brew, ready-to-drink options, and flavored blends will create new revenue streams, increasing overall sales.
💰 Higher Subscription & E-Commerce Revenue – The direct-to-consumer subscription model will drive customer loyalty and provide a steady revenue stream.
💰 Increased Presence in Premium Retail Spaces – Café Bustelo’s refined branding and product innovations will enable expansion into high-end grocery stores and trendy coffee shops.

3. Improved Brand Loyalty & Engagement

❤️ Stronger Customer Connection – Interactive social media campaigns, user-generated content, and influencer collaborations will deepen emotional ties between the brand and consumers.
❤️ Loyalty Program Success – A rewards system will encourage repeat purchases and long-term customer retention.

4. Competitive Advantage in the Coffee Market

🏆 Positioning as an Affordable Yet Trendy Brand – Café Bustelo will successfully bridge the gap between traditional budget-friendly coffee and premium specialty brands, giving it an edge over competitors.
🏆 Differentiation Through Heritage & Innovation – The combination of Latin cultural storytelling, high-quality products, and modern branding will make Café Bustelo stand out in an oversaturated coffee market.

5. Sustainability & Social Impact Recognition

🌍 Positive Brand Perception – Eco-friendly packaging, ethical sourcing, and community initiatives will enhance Café Bustelo’s reputation as a socially responsible brand.
🌍 Stronger Appeal to Conscious Consumers – Younger demographics, particularly Gen Z, are drawn to brands that prioritize sustainability and inclusivity, further boosting brand affinity.

This rebranding strategy lead to a 20-30% increase in sales within the first year, higher engagement across digital platforms, and a stronger presence in both traditional and premium retail markets. Café Bustelo maintains its cultural legacy while becoming a modern, must-have coffee brand for a new generation.

 

Alondra's Cuisine

Alondra's Cuisine, a small mom-and-pop restaurant in Garland, TX, is struggling to establish its identity in a competitive food market. The restaurant aims to be known for quality, healthy, quick, and great-tasting meals at an affordable price but faces challenges in effectively communicating this message to potential customers. With rising competition from fast food chains, meal delivery services, and larger restaurant brands, Alondra’s Cuisine must differentiate itself and attract a loyal customer base.

The Challenge                                                                                     How can Alondra’s Cuisine effectively position itself as a go-to spot for healthy, fast, and delicious meals while maintaining affordability? What branding, marketing, and operational changes should be implemented to strengthen its identity and customer appeal? 

 

  • How can Alondra’s Cuisine differentiate itself from fast-food chains and other local restaurants?
  • What marketing strategies can be used to attract health-conscious and time-conscious customers?
  • How can the restaurant leverage digital platforms (social media, delivery apps, website) to grow its customer base?
  • Should Alondra’s Cuisine introduce a signature dish or theme to build a unique brand identity?
  • What community engagement efforts can help build brand awareness and loyalty?

1. Brand Identity & Positioning

✅ New Brand Message: Define a clear and compelling tagline such as "Alondra’s Cuisine: Fresh, Fast, & Flavorful" or "Healthy Meals, Quick & Affordable."
✅ Visual Branding Refresh: Improve signage, menus, and online visuals with a modern, clean, and inviting look that reflects the restaurant’s healthy and quick meal concept.
✅ Signature Dish or Theme: Introduce a signature bowl, wrap, or meal plan that represents the brand’s identity and becomes a customer favorite.

2. Menu Optimization & Pricing Strategy

✅ Healthy & Customizable Options: Offer build-your-own meal options with healthy bases (e.g., quinoa, brown rice, grilled proteins, fresh veggies).
✅ Meal Prep & Grab-and-Go: Introduce pre-packaged, healthy meal prep options for busy customers who need quick, nutritious meals.
✅ Value Deals: Create affordable combo meals that highlight savings while maintaining quality.

3. Digital & Social Media Marketing Strategy

✅ Instagram & TikTok Marketing: Share short videos of quick meal preps, behind-the-scenes cooking, and customer testimonials. Use hashtags like #HealthyFastFood #AlondrasEats to drive engagement.
✅ Influencer Collaborations: Partner with local food bloggers, fitness trainers, and health influencers to promote the restaurant’s healthy and affordable meals.
✅ Loyalty & Referral Programs: Offer a "Buy 5, Get 1 Free" reward program or discounts for referrals to encourage repeat visits.
✅ Google My Business & Yelp Optimization: Improve reviews, respond to customer feedback, and ensure updated menus and operating hours are visible online.

4. Online Ordering & Delivery Expansion

✅ Third-Party Apps & Direct Ordering: List Alondra’s Cuisine on Uber Eats, DoorDash, and Grubhub while encouraging direct orders through the restaurant’s website to save on commission fees.
✅ Subscription Model: Offer a weekly healthy meal plan subscription for local customers who want consistent, affordable meal options.
✅ Fast Pickup & Curbside Service: Make pickup orders seamless with a dedicated curbside or express pickup line.

5. Community Engagement & Local Partnerships

✅ Local Business Collaborations: Partner with gyms, yoga studios, and health clinics to cross-promote healthy eating.
✅ Pop-Up Events & Farmers’ Markets: Set up pop-up booths in local events and farmers’ markets to gain visibility.
✅ Sponsorship & Giveaways: Offer free meals to first-time customers or host a “Taste & Tell” night where customers try dishes and provide feedback.

Expected Results

🚀 Increased Brand Awareness – Stronger digital presence and local partnerships will attract more customers.
🚀 Higher Sales & Customer Retention – Meal prep options, subscription plans, and loyalty rewards will create repeat business.
🚀 Competitive Advantage – Alondra’s Cuisine will stand out as the affordable, healthy, and fast alternative to big chains and fast food.
🚀 Community Engagement & Trust – Local partnerships and sponsorships will build a loyal customer base.

By implementing this strategy, they reached 85% of their overall goal.  Alondra’s Cuisine can establish itself as the go-to spot for healthy, quick, and affordable meals in Garland, TX.

Infatuation Apparel

Infatuation Apparel is a small but growing clothing brand that aims to provide stylish, high-quality, and affordable fashion. While the brand has developed a loyal customer base, it struggles with establishing a clear identity in a highly competitive market. Consumers are drawn to well-known fashion brands with strong social media followings, sustainability initiatives, and influencer endorsements.

To scale its business and attract a wider audience, Infatuation Apparel needs a rebranding strategy that clearly defines its unique value proposition, refreshes its brand image, and strengthens its market position.

The Challenge

How can Infatuation Apparel differentiate itself in the crowded fashion industry? What branding, marketing, and business strategies should be implemented to increase visibility, customer engagement, and sales?

  • Brand Identity & Differentiation

    • What makes Infatuation Apparel unique compared to competitors?

    • Should the brand focus on a specific niche (e.g., streetwear, athleisure, sustainable fashion, luxury basics)?

    • How can the brand’s story, values, and mission be better communicated?

  • Target Audience & Market Positioning

    • Who is the ideal customer (age, lifestyle, fashion preferences, shopping habits)?

    • How does Infatuation Apparel align with current fashion trends and consumer demands?

    • What pricing strategy will attract and retain the right audience?

  • Marketing & Digital Presence

    • How can social media platforms (Instagram, TikTok, Pinterest) be leveraged to increase brand awareness?

    • What influencer partnerships or brand collaborations could expand reach?

    • How can storytelling and user-generated content (UGC) strengthen customer engagement?

  • Sustainability & Ethical Considerations

    • Should the brand introduce eco-friendly fabrics or ethical sourcing practices?

    • Can sustainable fashion initiatives (e.g., recycled materials, carbon-neutral shipping) enhance brand appeal?

    • How can these efforts be marketed authentically to attract conscious consumers?

  • Product Innovation & Expansion

    • Should Infatuation Apparel introduce new collections or limited-edition drops?

    • Can exclusive collaborations with artists or designers create hype around the brand?

    • How can quality, comfort, and functionality be improved to enhance customer satisfaction?

  • Customer Experience & Loyalty

    • What loyalty programs or rewards can encourage repeat purchases?

    • How can the e-commerce experience (website design, checkout process, packaging) be improved?

    • What role does customer service play in strengthening brand trust and loyalty?

  • Retail & Distribution Strategy

    • Should the brand focus on direct-to-consumer sales, wholesale partnerships, or pop-up stores?

    • How can strategic placements in boutiques or department stores enhance visibility?

    •  

  1. 1. Brand Identity & Differentiation

    ✅ Refined Brand Message – Establish a strong brand identity that communicates Infatuation Apparel’s unique value. Possible positioning ideas:

    • "Effortless Style, Everyday Confidence" (Minimalist lifestyle brand)

    • "Streetwear That Speaks" (Trendy, bold, and expressive apparel)

    • "Sustainable, Chic, & Affordable" (Eco-conscious fashion)

    ✅ Logo & Visual Identity Refresh – Update logo, typography, and packaging for a modern, cohesive look that appeals to the target audience.

    ✅ Brand Storytelling – Highlight the inspiration behind Infatuation Apparel, its commitment to quality, and what makes it different from fast fashion competitors.

    2. Digital Marketing & Social Media Growth

    ✅ Influencer & Micro-Influencer Partnerships – Collaborate with fashion, lifestyle, and fitness influencers to increase visibility. Prioritize TikTok and Instagram Reels to drive engagement.

    ✅ User-Generated Content (UGC) Campaigns – Encourage customers to post outfit photos using a branded hashtag (e.g., #InfatuationStyle) for reposting on the brand’s social channels.

    ✅ TikTok & Instagram Strategy –

    • Create fashion styling tips and behind-the-scenes content.

    • Use viral trends and challenges to boost reach.

    • Engage with fashion bloggers and stylists to showcase different outfit ideas.

    ✅ Paid Advertising Strategy –

    • Utilize Facebook and Instagram ads targeting fashion-conscious millennials and Gen Z.

    • Leverage retargeting ads to capture potential buyers who visited the website but didn’t purchase.

    ✅ E-Commerce SEO Optimization – Improve website SEO by optimizing product descriptions, adding fashion blog content, and using trending keywords (e.g., “sustainable streetwear,” “affordable trendy clothing”).

    3. Product Innovation & Expansion

    ✅ Limited-Edition Collections – Introduce seasonal capsule collections or collaborations with local artists/designers to create exclusivity and hype.

    ✅ Sustainable Fashion Line – Launch an eco-friendly collection using organic cotton, recycled fabrics, or biodegradable packaging to attract conscious consumers.

    ✅ Signature Pieces – Develop standout, must-have items (e.g., a premium hoodie, stylish joggers, or statement graphic tees) that define the brand and become customer favorites.

    ✅ Size-Inclusive Fashion – Offer extended sizes to appeal to a diverse customer base.

    4. Sustainability & Ethical Branding

    ✅ Eco-Friendly Materials & Packaging – Reduce waste by using recycled shipping materials and biodegradable poly mailers.

    ✅ Transparency in Sourcing & Manufacturing – If possible, shift to ethical production practices and highlight fair labor policies in marketing efforts.

    ✅ "Buy Back" or Recycling Program – Introduce an initiative where customers can return old Infatuation Apparel items for store credit, promoting circular fashion.

    5. Customer Experience & Loyalty Programs

    ✅ Loyalty & Rewards Program – Implement a system where customers earn points for purchases, reviews, and referrals, redeemable for discounts or exclusive products.

    ✅ Personalized Shopping Experience – Use AI-driven product recommendations on the website based on past purchases.

    ✅ Enhanced E-Commerce & Checkout Process –

    • Optimize mobile responsiveness for a seamless shopping experience.

    • Offer “Shop Now, Pay Later” options (Afterpay, Klarna) to increase conversions.

    • Improve return/exchange policies to build customer trust.

    ✅ Community Engagement & Events – Host fashion pop-ups, styling workshops, or online live Q&A sessions with designers and stylists to foster brand loyalty.

 

🚀 Increased Brand Awareness – Stronger digital presence, influencer partnerships, and storytelling helped Infatuation Apparel stand out.
🚀 Higher Customer Engagement & Sales – UGC campaigns, loyalty programs, and a seamless online shopping experience drove direct social to online sales by over 25%.
🚀 Expanded Market Reach – Collaborations, sustainability initiatives, and product innovations with trendsetters and eco-conscious consumers has garnered 3 recommendations for the sustainability awards and a vote to the global sustainability council.
🚀 Stronger Competitive Position – A refined brand identity, exclusive product offerings, and ethical practices has given Infatuation Apparel the largest percentage increase in the third quarter according to Cint and Kantar.

By implementing this strategy, Infatuation Apparel can establish itself as a modern, stylish, and socially responsible fashion brand that resonates with today’s consumers.