BACKGROUND

Don Francisco’s Coffee is a family-owned, Los Angeles-based coffee company with deep roots tracing back to Cuba, where the Gaviña family first began cultivating coffee over a century ago. Guided by their heritage, Don Francisco’s has become a well-loved coffee brand, committed to quality, sustainability, and bringing people together over a great cup of coffee.

CHALLENGE

As craft coffee surged in popularity, Don Francisco’s faced the challenge of distinguishing itself in an increasingly crowded market while preserving the loyalty and trust of its longstanding customers. The brand needed to shift focus toward building a deeper emotional connection that would resonate with both loyal patrons and new audiences alike.

SOLUTION

By crafting a narrative that emphasized the brand's optimism, we helped shift the perception of Don Francisco’s Coffee to create a more meaningful emotional connection. Leaning into the joy that a cup of coffee can bring — whether enjoyed alone or shared with friends and family — became central to the brand's story. My main contribution was redesigning the website to reflect this narrative, infusing warmth and authenticity into the user experience to evoke the feelings of connection, comfort, and joy associated with Don Francisco’s Coffee.