Himalayan Roast · 2025
A local roaster that stopped competing on price.
Repositioned a commodity roaster into a single-origin brand cafés were willing to pay a premium for.
- Sector
- Speciality coffee
- Market
- Nepal
- Services
- Positioning, Identity, Packaging, Paid social
The starting point
Himalayan Roast sold excellent coffee into a market that treated every bag as interchangeable. Wholesale buyers negotiated on price alone, margins were thinning each season, and the brand had no argument for why it was worth more than the roaster next door.
What we did
- 01
Rebuilt the position around traceability: every bag names the farm, the altitude, and the picker cooperative.
- 02
Designed an identity and packaging system that puts origin data on the front of pack, where the price objection happens.
- 03
Launched a wholesale campaign aimed at café owners rather than drinkers, with sampling built into the media plan.
The result.
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