MALONGO BRAND MANTRA

Point of parity:

High Quality coffee

Premium Price

R&D and innovation

Point of difference:

Sustainable business model

Respect of the environment (ecoconception)

Ethic

History and legend

Authentic, humble and unique experience

Substantiators:

Humanitarian project. Fair-trade business.

Building partnerships

Solidarity, technology and integration

Sanitary and social program

Ethical trading

Sustainable farming (no longer in debt)

8 million individuals benefit directly from the effects of fair trade via their projects

Values/ Personality/Character:

Innovative

Sustainable reliability

Humble

Executional Properties/ Visual Identity:

Red Malongo logo

Colors red, white and earth colors (reminds of small producers and earth where the coffee come from)

VL & PDD