Sello Rojo

We partnered with Cordialsa USA to introduce the premium, distinctly Colombian coffee brand Sello Rojo to the mass market American consumer.

Capabilities

Consumer Insights

Positioning

Branding

Packaging Design

Challenge

Sello Rojo is Colombia’s most sold brand of coffee and also has seen success in US markets with a strong first and second generation Hispanic American presence. As the market for premium coffees and appreciation for regional taste differences continued to rise, there was a ripe opportunity to make greater inroads in the US market with Sello Rojo. The brand needed a positioning and packaging refresh to appeal to the broad American market without leaving behind its current consumers.

Action Taken

DuPuis partnered with Cordialsa USA to refine the Sello Rojo brand for the American consumer. We began by speaking with consumers to understand what is driving consumer love for premium coffee and Colombian coffee. Using those insights, we developed a consumer persona and vibrant, passionate and proudly Colombian positioning that became the strategic foundation for the packaging refresh. The brand’s red and yellow colors were brightened to bring more vibrancy while maintaining a connection to existing materials and consumers. The joyful dancing cup features bright Colombian patterns, with the steam invoking a dance of premium flavor.