Radiant Star Roasters

Radiant Star Roasters is an online gourmet coffee website selling craft coffee grown and roasted by women. The company’s founder, Micha Star Liberty, is a prominent civil and human rights attorney and champion for women’s rights and the under-represented.

Challenge:  The coffee industry is male dominated. Men outnumber women 4 to 1, and they own 80% of the land. Women perform 70% of the labor yet receive 39% less in earnings. As small landholders, men receive 90% of total credit given for agriculture while women receive 1-10% of total credit. The inequity especially in third world nations is still one of traditional “plantation mentality.” Radiant Star Roasters wanted to support women in coffee by offering an online store for them, and to give back 15% of profits to support their education as business owners.

Solution:  We began with a comprehensive research and discovery process, followed a strategic plan to upgrade and refresh the brand, its look, positioning and messaging and then support this effort with public relations and a digital marketing plan.

1. Visual Identity & Digital Presence:We developed a distinctive brand identity, an optimized business-to-consumer website, e-marketing strategy and social media recommendations designed to resonate with our segmented target audiences and Micha Star Liberty’s followers of a sizable following.

2. We developed a public relations plan to build the brand’s public presence and deliver interested gourmet coffee lovers and people who wanted to support women to the site. Micha would make appearances and promote her coffee brand and cause.

Results & Business Impact:

• Differentiated Market Position:Radiant Star Roasters now stands out as unique among coffee brands. We promoted its craft gourmet coffee and top-grade beans, which had not been highlighted before.

• Enhanced Digital Visibility: Defining our target segments helped to build a voice that better resonated.

• Client Trust & Retention:By aligning the brand with the human rights advocate and gourmet coffee customer’s mindset, we strengthened relationships with existing customers while attracting new ones, growing customers by 100% within only month of launch. New testimonials were added.

• This transformation distinguished the brand from competitors and reinforced their mission to deliver the best gourmet craft coffee and profits to women in coffee.