I am thinking more about the theme of connection for our brand. I think it’s definitely a fundamental thing that people crave in their lives right now (or has this always been a fundamental craving?).
I’d like to explore further what companies have successfully created connections between consumers and the origins (people and land) behind their products. I realize our definition of connection is much broader than simply that between origin and consumer—but I am personally very interested in this facet.
From my previous work in the specialty coffee world, Illy Caffe immediately springs to mind. Illy Caffe has had a long partnership with Sebastaio Salgado, who has taken breathtaking photographs of coffee workers around the world.
Their project, Il Principio, is a multiple year photo-journey around the world in coffee lands (a personal subject to Salgado who worked for the International Coffee Organization prior to becoming a world-renowned photographer). Stunning photos from Brazil, Ethiopia, and India (more countries to come in the future). It’s all there--the long journey from the crop to your cup, the dramatic landscapes, the poverty-weathered striking faces, and above all, the dignity of humankind--all in signature Salgado style. While I think our approach to creating a similar connection would have more potential for interaction, I think this project actually succeeds in telling a meaningful story behind coffee and creating a deeper connection and appreciation for its origins.
connection….
I’d like to explore further what companies have successfully created connections between consumers and the origins (people and land) behind their products. I realize our definition of connection is much broader than simply that between origin and consumer—but I am personally very interested in this facet.
From my previous work in the specialty coffee world, Illy Caffe immediately springs to mind. Illy Caffe has had a long partnership with Sebastaio Salgado, who has taken breathtaking photographs of coffee workers around the world.
Their project, Il Principio, is a multiple year photo-journey around the world in coffee lands (a personal subject to Salgado who worked for the International Coffee Organization prior to becoming a world-renowned photographer). Stunning photos from Brazil, Ethiopia, and India (more countries to come in the future). It’s all there--the long journey from the crop to your cup, the dramatic landscapes, the poverty-weathered striking faces, and above all, the dignity of humankind--all in signature Salgado style. While I think our approach to creating a similar connection would have more potential for interaction, I think this project actually succeeds in telling a meaningful story behind coffee and creating a deeper connection and appreciation for its origins.
Leave a remark
We need at least your name and an email address.