Caffeto® is not just a coffee brand — it’s a café, a restaurant, and a cherished gathering space that captures the spirit of southern Colombia. Deeply rooted in Nariño’s culture of warmth, hospitality, and exceptional coffee, Caffeto® came to us with a clear mission: refresh its brand without losing the soul that made it a local favorite. The result is a reimagined identity that honors its past while preparing it for a vibrant, modern future.
The guiding light of the rebrand was “De Nariño, con cariño” — a phrase that beautifully encapsulates the dual promise of Caffeto®: to never forget where it comes from, and to serve every guest with genuine warmth and care. This sentiment shaped the entire creative strategy, which included a category audit, competitor benchmarking, perception mapping, and the co-creation of brand values, voice, and positioning through tools like the Golden Circle and Brand Platform.
The new identity was designed to work across every touchpoint — from the brand manual and product packaging to signage, menus, uniforms, and café interiors. The storytelling and visual language were carefully crafted to reflect both the comforting familiarity of a local café and the elevated experience of a thoughtfully branded destination. Whether enjoying a warm plate, a rich cup of coffee, or simply the welcoming atmosphere, every guest now experiences a cohesive and inviting brand that truly feels “De Nariño, con cariño.”
Despite challenges with time and budget, the final result is a bold yet tender evolution of the brand — one that reinforces Caffeto®’s place as a cultural icon in Nariño and opens the door to new possibilities in Colombia and beyond.
From the southern mountains of Colombia, where coffee, community, and cuisine come together — Caffeto® now invites you to rediscover a brand that feels like home, with cariño in every detail.