Café Britt (Thesis Project)

For the Café Britt Brand book, I developed a comprehensive strategy and visual identity to guide the brand’s expansion into the Canadian market. I travelled to Costa Rica to visit the Café Britt plantation, factory, and offices to learn about the company's history and current brand positioning outside of Latin America. My branding strategy was completed as my Independent Study at OCAD University, focused on establishing a genuine "Tico" voice that goes beyond superficial branding. The project was centred around the Costa Rican "Pura Vida" philosophy, moving past trite mascots (which are typically used in North American marketing strategies for foreign products) to communicate authentic connection and culture.