brandsummit accompanied maternity for more than a year in a comprehensive rebranding and brand activation process.
Barsel had a solid track record in the coffee sector, but its message, visual identity, and digital presence needed to align with the new way of understanding coffee. The project was structured in three phases: strategy, rebranding, and brand activation.
For the first, Brandsummit analyzed the competitive landscape, consumer habits, and Barsel's current positioning. This process resulted in a brand strategy based on the "Creator" archetype and a conceptual territory called "The Coffee Artisan": a brand that views coffee as a creative process, not a product.
Barsel's rebranding had a clear challenge: to evolve without losing authenticity. new logoWith clean lines and a contemporary character, it is combined with a color palette where green is consolidated as the main color —a symbol of sustainability and a link with the natural origin of coffee—.
El packaging redesign It was key to articulating the new identity. Brandsummit created a adaptable system divided into two main ranges (domestic and professional), differentiated by their packaging, but united by the same color scheme. Each product family is distinguished by a color-coded labeling system, which improves shelf visibility, segments the product range, and reinforces overall consistency.
The rebranding was completed with a new website and online store focused on user experience, performance, and conversion.
With the new identity now in place, the construction of the digital ecosystem began. Brandsummit took over the complete management of Barsel's communications: content strategy, community management, email marketing, and SEO/SEM campaigns.
