{"id":33737,"date":"2025-11-05T08:13:18","date_gmt":"2025-11-05T11:13:18","guid":{"rendered":"https:\/\/www.cecafe.com.br\/?p=33737"},"modified":"2025-11-05T08:13:18","modified_gmt":"2025-11-05T11:13:18","slug":"cafes-do-brasil-repositioning","status":"publish","type":"post","link":"https:\/\/www.cecafe.com.br\/en\/publications\/news\/cafes-do-brasil-repositioning-20251105\/","title":{"rendered":"Caf\u00e9s do Brasil: Brand Repositioning Highlights Technology as the Driving Force for Innovation and Development"},"content":{"rendered":"

Introducing the innovative ESG+T concept, uniting tradition and technology to drive transformation with environmental, social, and governance responsibility<\/em><\/p>\n

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The new \u201cCaf\u00e9s do Brasil\u201d strategy places technology at the heart of both tradition and sustainable transformation in Brazilian coffee growing. It reflects respect for people and the environment and emphasizes that technology is the driving force enabling the sector to cultivate innovation and harvest development. Developed by the coffee production chain and the federal government in partnership with agency Design Bridge and Partners, the innovative ESG+T concept anchors the sector\u2019s brand repositioning and was officially presented today, November 5, during the International Coffee Week (SIC) in Belo Horizonte, Minas Gerais.<\/p>\n

The repositioning underscores how Brazil\u2019s coffee tradition, strengthened by technological progress, drives a continuous process of transformation that, in turn, renews its tradition. In practice, this ongoing cycle unfolds through everyday actions that promote social inclusion, fair labor conditions, improvements in the Human Development Index (HDI), and the active protection of native biomes. In short, technology is the driving force that cultivates innovation and harvests development.<\/p>\n

\u201cWe wanted the brand repositioning of Caf\u00e9s do Brasil to better reflect what we stand for in light of new consumer market demands, and we have refreshed the brand\u2019s visual and verbal identity to ensure it is aligned with our core message, especially regarding environmental, social, and governance responsibility. This effort brings together all stakeholders to develop solutions through innovation and technology, while continuing to generate progress for our country and for every region where coffee thrives,\u201d explains Fabr\u00edcio Andrade, President of the National Coffee Commission of the Brazilian Confederation of Agriculture and Livestock (CNA).<\/p>\n

The Caf\u00e9s do Brasil repositioning project led by the agency Design Bridge and Partners was carried out in partnership with the Brazilian Confederation of Agriculture and Livestock (CNA) and included contributions from the Brazilian Coffee Industry Association (ABIC), the Brazilian Soluble Coffee Industry Association (ABICS), the Brazilian Coffee Exporters Council (Cecaf\u00e9), the National Coffee Council (CNC), the Brazil Specialty Coffee Association (BSCA), and the Ministry of Agriculture and Livestock (Mapa).<\/p>\n

Speaking on behalf of the organizations, Andrade adds that the studies highlighted a clear need to more effectively communicate the Brazilian coffee sector\u2019s ability to generate positive environmental and social impacts. This message is reflected in the strategic concept of adding a \u201cT\u201d \u2014 for Technology \u2014 to the ESG acronym, which the sector will now adopt as ESG+T.<\/p>\n

\u201cCaf\u00e9s do Brasil continues to serve us well as a symbol of Brazil\u2019s leadership in producing coffee with quality, consistency, food safety and sustainability. Our goal in updating the brand was to bring it closer to the needs of society, consumers and the companies that buy Brazilian coffee, improving the way we communicate about the product and giving national coffees the recognition they deserve for their quality and sustainable practices,\u201d he added.<\/p>\n

The strategic repositioning of Brazil\u2019s coffee production chain also led to an update of the Caf\u00e9s do Brasil logo, which now allows for easier application across digital media, an essential feature for effective communication campaigns, while preserving the brand\u2019s well-established recognition built by the previous logo.<\/p>\n

\u201cOur brand identity has been subtly refined to modernize and reinterpret its legacy for the present and future. The brand now reflects trust, convenience, ethics, authenticity, inspiration, and diversity, a combination that strengthens its credibility as a broad communication platform engaging society, business partners, and consumers, while celebrating the richness of cultures, people, and flavors that define Brazilian coffee growing\u201d, Andrade concluded.<\/p>\n

MORE THAN ESG \u2014 CAF\u00c9S DO BRASIL IS ESG+T
\n<\/strong>The assessment conducted by Design Bridge and Partners showed that the quality and diversity of Brazilian coffees are both a tradition and a source of national pride. This finding inspired the sector\u2019s repositioning to emphasize what defines the country\u2019s coffee production on a daily basis: technology as the central element of sustainability, something truly unique in the global coffee industry.<\/p>\n

To reinforce this relevance, the agency recommended that the brand should place greater emphasis on environmental and social responsibility, as well as on quality and authenticity. When it came to standing out, the task was to bring out innovation, individuality and a modern sensibility.<\/p>\n

This strategic vision gave rise to a new concept: ESG+T, in which tradition meets technology to drive transformation and combine environmental, social and governance responsibility. From now on, \u201ccultivating innovation and harvesting development\u201d is the purpose that defines the Caf\u00e9s do Brasil brand.<\/p>\n

According to Renor Sell Junior, Strategy Director at Design Bridge and Partners, the repositioning marks an important milestone in the history of Caf\u00e9s do Brasil. \u201cIt shows that Brazil is not only a major coffee producer but also a leader capable of uniting tradition and the future. By integrating technology and sustainability, we have built a model that honors our roots and paves the way for continued growth across the coffee chain, from producers to consumers,\u201d he said.<\/p>\n

The agency adds that the brand\u2019s identity was redesigned to reflect this new phase, one that is confident, convenient, ethical, authentic, inspiring and diverse. These elements served as the foundation for its revitalization, reinterpreting the brand\u2019s legacy for the present and the future. The iconic logo was refined to reflect the influence of technology with a clean, contemporary aesthetic, while maintaining the brand\u2019s strong visual identity.<\/p>\n

The creative process led to the development of the ESGT Fields graphic system, a generative tool that translates the brand\u2019s positioning into dynamic visual expressions, depicting coffee fields as vibrant, diverse works of digital art. This new visual narrative is complemented by brand photography that moves away from rustic, handcrafted clich\u00e9s to reveal the modern, diverse and human side of Brazil\u2019s technologically driven coffee production.<\/p>\n

\u201cThe new identity seeks to reinterpret the Caf\u00e9s do Brasil brand through the ESG+T lens, in both form and color. We respected the legacy of the logo but projected it into the future with the generative ESGT Fields system, which translates innovation into art. Together with the photography, it completes the storytelling, revealing how advanced, modern and human our coffee production truly is,\u201d concluded Shingo Sato, Design Director at Design Bridge and Partners.<\/p>\n


\nCAF\u00c9S DO BRASIL FACT SHEETS
\n<\/strong>–1<\/sup>Brazil is the world\u2019s largest coffee producer. In the 2024\/25 crop year, the country produced 54.2 million 60kg bags, accounting for 31% of global production (176.2 million bags, according to the ICO).<\/p>\n

-2<\/sup>Brazil is also the world\u2019s largest coffee exporter. In 2024, 50.4 million bags were shipped to about 120 countries. The main destinations were:<\/p>\n