MonCerrado Cafés

Project Summary

MonCerrado is a specialty coffee brand committed to sustainable practices and high-quality, ethically sourced coffee beans. This project focused on refreshing MonCerrado’s digital presence through captivating storytelling, optimized navigation, and engaging visuals. Our goal was to increase brand awareness and engagement, encourage trust and transparency, and ultimately support MonCerrado’s growth in the U.S. market.

My Role

Digital designer and content strategist apprentice.

Problem

  • Limited brand Awareness.

  • Lack of storytelling.

  • Minimal engagement and customer connection.

  • Trust and transparency gaps.

Goals

  • Improve visual identity and CX.

  • Stronger visibility and recognition in the U.S. specialty coffee market.

  • Effectively convey the brand's story, mission, or commitment to sustainability.

The Process

Empathize > Research & Ideation > Prototype & Design > Delivery

Empathize

We began by deeply understanding MonCerrado’s target audience. Through empathy mapping, we identified the unique motivations, behaviors, and challenges of their potential U.S. customers, both individuals and small businesses. Our goal was to ensure that their digital presence would reflect their values and address their pain points, whether that meant finding detailed information on sustainable sourcing or an easy way to connect with reliable coffee suppliers.

Research & Ideation

Our research phase focused on gaining a thorough understanding of the specialty coffee industry and MonCerrado’s competitive landscape. We conducted:

  • Market research to explore trends in specialty coffee and
    the growing importance of sustainability.

  • Competitor analysis to identify best practices in user experience, storytelling, and product presentation.

  • Customer interviews and surveys with MonCerrado’s future audience to gather both qualitative and quantitative insights. 

Key Findings:

  • Users valued sustainability and transparency in coffee sourcing.

  • There was a strong interest in clear product information and easy navigation.

  • A modern, responsive site was essential for engaging a broader audience

Who Are Our Users?

Based on the feedback from our research, we shaped our personas and design decisions, highlighting users' needs for detailed product information, transparent sourcing, and a streamlined purchase experience.

Prototype & Design

I created low-fidelity wireframes to explore various site layouts and navigation structures. The focus was on building a streamlined information architecture that would allow users to easily access product details, sustainability stories, and purchase options. 

We tested the high-fidelity prototypes with users through think-aloud sessions. This feedback allowed me to refine the design and ensure that it met user expectations for ease of use, engaging content, and responsiveness.

Delivery

The final design concept was ready for implementation, addressing MonCerrado’s initial challenges with a user-centered approach. It featured an intuitive information architecture, visually compelling storytelling to highlight the brand’s commitment to sustainability, and engaging content that built trust and transparency. The refreshed design effectively enhanced brand awareness and supported MonCerrado's growth in the U.S. specialty coffee market.