Unlocking the potential of Cascara with impact entrepreneurship: a journey from coffee by-product to market innovation – branding and design strategy

Abstract

This work project explores the innovative transformation of Cascara, a by-product of coffee production, into a functional, health-conscious beverage while laying the groundwork for an impactful and profitable business. Among global challenges in the coffee industry, such as economic vulnerability, social inequities, and environmental degradation, Cascara emerges as a promising solution. The project identifies opportunities for economic empowerment of small scale farmers, environmental conservation, and market innovation through Cascara's commercialization. The study follows a structured journey, addressing challenges and opportunities through diverse methodologies, ultimately focusing on the branding and design strategy. This strategy aims at creating a visual concept for the Cascara-based beverage that makes it stand out in the market while incorporating both internal identity and external target group expectations. By adopting a circular value chain model, this work project aims to redefine the value chain, fostering sustainability and inspiring impact-driven entrepreneurship.