Brand Platform

Every brand is born to serve a business strategy. Its role is to represent who we are and where we're going. Beyond communication, it also has the power to create culture and belonging. The guidelines below were developed in conjunction with Fazenda Liberdade's leadership so that everyone can experience and disseminate this brand in an aligned and strategic manner.

cultivating tomorrow.

our manifesto

positioning concept

Our passion is not new.
It was built from generation to generation, plant by plant… After all, it has more than 100 years of experience.

It was our journey that gave us resilience and brought us here, and it is our learning that drives us.

This is looking to the future without forgetting where we came from. Together, we cultivate the future of a more conscious and sustainable world.

For us, excellence is the result of everything we do for the land, the plants, and the people. Because there's no good coffee without care.

So for us it's about going further.
It's about doing the best for our employees, customers, family, and community. It's about living and providing the best coffee.

our beliefs:

Trust and truth in relationships.

Quality is the result of everyone's dedication.

Taking care of the environment and people.

Openness to the new.

the business:

We are a coffee farm with over 100 years of experience and transitioning to a more sustainable production model.

the niche:

coffees of origin (Alta Mogiana) for intermediated or direct export

brand pillars:

transformative

openness to transformation using the combined experience of four generations, thinking about the next 100 years, and focusing on always doing better.

resilient

in the way we tell our story and in our way of being. tradition of facing challenges, learning, innovating, but always with care and “feet on the ground”.

careful

with our people, with our partners, and with those who drink our coffee. Taking care of others is as important as taking care of ourselves.

our archetype:

mago

When the magician archetype is active in a brand's identity, its ultimate purpose is transformation, generating applied knowledge. Brands with this archetype are engaged in change processes and highly competent in authoring their creations.

Brands with this profile seek to transform lives through knowledge and information.
And this is our vision as a brand.