Mainstreaming a Cultural Icon

We partnered with Grupo Nutresa to help one of Colombia's most iconic coffee brands earn a place in cups across America.

Capabilities

INSIGHTS

POSITIONING

BRAND STORY

DESIGN STRATEGY

PACKAGE DESIGN

Challenge

Sello Rojo is Colombia’s best selling coffee brand, with a loyal following among first and second generation Hispanic consumers in the U.S. As interest in premium coffee continued to grow, American consumers were also becoming more curious about where their coffee comes from, how it’s made, and the stories behind it. This created an opportunity for Sello Rojo to reach beyond its traditional audience.

The challenge was to broaden the brand’s appeal while staying true to the heritage, authenticity, and connection to Colombian coffee that had made Sello Rojo a trusted favorite for generations.

Action Taken

DuPuis partnered with Grupo Nutresa to reposition Sello Rojo for its next stage of growth in the U.S. We began with consumer research to understand what drives preference in premium coffee and how Colombian coffee is perceived by both Hispanic and non Hispanic consumers.

These insights shaped a refreshed brand positioning centered on Colombian passion, joy, and authenticity, along with a new consumer persona, messaging framework, and visual strategy to broaden the brand's appeal while strengthening loyalty among existing consumers.

The packaging was redesigned to celebrate the vibrant spirit of Colombia. Richer red and yellow tones strengthened shelf presence while preserving brand recognition, and a joyful dancing coffee cup with Colombian inspired patterns became the centerpiece of the identity. Expressive steam evokes the aroma, warmth, and energy of Colombia's coffee culture.

Results

The result is a brand that feels distinctly Colombian, more premium, and relevant to a new generation of coffee drinkers while staying true to its heritage. Within two years of launch, Sello Rojo was recognized as one of the Top 10 Hispanic coffee brands in the United States, demonstrating that a strategy rooted in authenticity can successfully resonate with both loyal Hispanic consumers and a broader premium coffee audience.

We are proud to have helped position one of Colombia's most iconic brands for its next phase of growth.