DEFY Brands

BACKGROUND

Please describe your company and your position there.

I am the Founder of Alpaca Coffee, an end-to-end sustainable coffee company that creates coffee that is better for people and planet.

OPPORTUNITY / CHALLENGE

For what projects/services did your company hire DEFY// brands, and what were your goals?

Our business was in the process of re-branding and areas of the brand's foundations were missing. We needed to work with DEFY to build a sustainable consumer brand that meaningfully connects with conscious consumers.

SOLUTION

How did you select DEFY // brands?

After speaking to several branding companies, I had an initial first zoom connect with DEFY, then subsequently met in person. Suni was extremely easy to talk to, from the get-go understood my vision and our target customers, and where we needed to fill in the gaps as we built the brand.

Describe the scope of their work in detail, including any steps and the final deliverables.

From the initial connection I had with DEFY (back in June + Aug), I first got to understand more about how DEFY and their ability to build a sustainable consumer brand that meaningfully connects with conscious consumers. Their strategic expertise identified the areas of the brand's foundations that were missing, and how this would form authenticity and distinctiveness to create an iconic brand.

With ongoing collaboration, we’ve outlined the brands broader sustainability mission/purpose and identified the brand's platform that will help build our community (coffee foundation).

How many people from the DEFY // brands team worked with you, and what were their positions?

Worked with the founder of DEFY with inputs from partners in each of their disciplines. Also introductions to other business experts – offering advice and inputs that help to build the business and its future growth plans.

RESULTS & FEEDBACK

Can you share any outcomes from the project that demonstrate progress or success?

Our engagement started in August 2021, and is ongoing with strategic consulting creating Alpaca’s brands creative principles, tone of voice and visual identity.

As well as supporting the business development and growth through an advisory capacity, DEFY have connected Alpaca with other industry contacts whom have provided relevant insights and advice during your fundraising stages of growth.

Describe their project management style, including communication tools and timeliness.

We had weekly meetings with DEFY's founder to check in on progress and touch base on items that were being worked on. We communicated over email regularly, and timelines were shared and updated consistently. Most communication took place over Zoom calls, which allowed us to strategise together.

Feedback and next steps were always shared/received in quickly.

What did you find most impressive or unique about this company?

I love how DEFY focuses on building brands with impact - They completely understood and resonated with our sustainability mission and vision. Most importantly, they knew what gaps needed filling in order to help us build an impact-driven brand that resonates with our target customers.

Are there any areas for improvement or something they could have done differently?

N/A