Bringing Nueva Colombia to NYC

Devoción founder Steven Sutton set out to change perceptions of Colombian coffee by bringing the most premium beans to the US market. With plans to open a roasting facility and café in Brooklyn’s coffee-soaked Williamsburg neighborhood, a differentiated brand story, positioning, and experience were required.

Working with Noe & Associates, I dove into the story at the heart of Devoción: Beans sourced from hand-selected farms deep in Colombia’s most inaccessible regions, where Devoción pays fair-trade prices or higher and invests in social and environmental programs to support local communities.

The brand foundation Nueva Colombia was born—an informative and inspiring narrative designed to challenge outdated perceptions of Colombia. The foundation translated into a distinctive café experience on Williamsburg’s Southsideon Williamsburg’s Southside.

Opening several sister cafés in the decade since completing the first space in 2015, Devoción is consistently rated as one of the top coffee and café brands in highly competitive NYC.

collaborator: Noe Associates