One of the primary challenges was the low coffee consumption in many Asian countries, where tea and other beverages are deeply ingrained in the culture. This limited the potential for establishing a strong domestic market for locally grown coffee. Additionally, exporting coffee beans posed the risk of flavor degradation during transit, especially without proper handling and controlled conditions. Competing in the global coffee market was another significant hurdle, as Flow Coffee had to differentiate itself from established coffee-producing regions like Latin America and Africa. Lastly, educating consumers about the unique fermentation process and its role in enhancing the coffee’s flavor required a thoughtful and impactful communication strategy.

To overcome these challenges, the project shifted its focus to exporting coffee to international markets with higher coffee consumption. This strategy emphasized the unique fermentation process that naturally occurs during transportation, creating a distinctive and authentic flavor profile. To ensure quality, investments were made in specialized packaging and controlled transport environments that preserved the beans’ integrity. The brand’s visual identity was designed with culturally inspired, premium branding that highlighted Asian heritage, such as the koi fish logo and sophisticated color palette. Finally, an educational marketing campaign was implemented to inform consumers about the benefits of fermentation and Asia’s ideal coffee-growing conditions, helping Flow Coffee carve out a niche as a premium global product.