The Kaimara Belt

The Kaimara Belt is a 100% pure, chicory free coffee which can be counted as one of the world’ best. The client is in the coffee production for generations and has the estate in Kaimara, Chikmanglur. This is a premium coffee meant for people who understand the subtlety of quality.

As part of the process, we created a logo which resonates with the target audience, after a thorough primary research and competitor analysis. We designed a packaging with colors which stand out, for eye pops. The color and design resonates with premium sector and the target audience.

The Kaimara Belt

The main competitor for the brand was ‘Blue Tokai’ considering they produce the best quality of coffee. However, the challenge with TKB was limited funding. Hence, the go-to-market strategy was talking about the high quality of product and taking the digital route for sales and communication. The positioning for the same was set as a premium product for the select few.

Crisp understood that it was impossible to take on the competition by brute force due to financial challenge. Hence, we targeted the select premium crowd that understood the refined taste and quality. In order to reach out to this crowd, we positioned the founder of TKB as a coffee expert. We planned ample BTL activations at strategic locations that attracted the desired audience. We made the events personalized and experiential, in the moulds of coffee tasting and awareness.

In terms of PR, we concentrated on highlighting the founder as an expert who would write or give expert articlesin selected media outlets.

The brand is doing well in southern part of India. The brand has also been able to penetrate in European market.