This work project explores the innovative transformation of Cascara, a by-product of coffee
production, into a functional, health-conscious beverage while laying the groundwork for an
impactful and profitable business. Among global challenges in the coffee industry, such as
economic vulnerability, social inequities, and environmental degradation, Cascara emerges as
a promising solution. The project identifies opportunities for economic empowerment of small
scale farmers, environmental conservation, and market innovation through Cascara's
commercialization. The study follows a structured journey, addressing challenges and
opportunities through diverse methodologies, ultimately focusing on the branding and design
strategy. This strategy aims at creating a visual concept for the Cascara-based beverage that
makes it stand out in the market while incorporating both internal identity and external target
group expectations.
By adopting a circular value chain model, this work project aims to redefine the value chain,
fostering sustainability and inspiring impact-driven entrepreneurship
