Genco Coffee Co.
Genco Coffee Co., a seasoned B2B coffee supplier, wanted to brew up their first direct-to-consumer experience. I developed a complete brand refresh and B2C launch proposal that positioned them to serve everyday coffee lovers across Indonesia.
DETAILS
Project Title:
Genco Coffee Co. B2C Launch Strategy
Client/Brand Name:
Genco Coffee Co.
Type of Work:
Branding, Launch Strategy
Project Scope & Duration:
1-month Proposal for B2C Launch
THE CHALLENGE
While Genco had an established presence in the wholesale space, they had no consumer-facing brand or go-to-market plan.
Breaking into the B2C space meant crafting a strategy that was not only fresh and friendly—but also made sense for a competitive, caffeine-fueled market.
Indonesia’s coffee consumption is booming, especially among younger, urban consumers.
As a supplier, Genco already had prime access to quality beans and blends.
There's a growing niche for local, small-batch subscription coffee models, especially those compatible with everyday machines like Nespresso.
RESEARCH & INSIGHTS
To stand out, we developed a launch-exclusive subscription model:
Customers choose their brewing method: drip, grounds, or pods.
Two rotating flavor blends are delivered weekly, bi-weekly, or monthly.
3-month minimum sign-up period during the launch window.
Completion earns them a MyGenco Membership, unlocking a 10% discount on future purchases.
The strategy combined consistency (easy delivery) with discovery (new blends every cycle) to encourage habit-forming while feeling exciting.
STRATEGY
EXECUTION
Visual Branding and packaging proposal
RESULTS
Clients approved of the initial proposal and concepts, currently a W.I.P.
