LA PALMA Y EL TUCÁN

We worked with La Palma & El Tucán to develop the brand strategy, positioning, segmentation, value proposition, brand experience, and branding for what would become one of the most innovative specialty coffee farms in the world. The founders initially considered naming the farm Santa Lisa, but we saw an opportunity to build a brand rooted in the intrinsic value of the land itself. The name La Palma & El Tucán emerged from the symbiotic relationship between a native palm tree and the emerald toucan — two species that were disappearing from the region. As part of the project, palms were planted throughout the farm to help restore this ecosystem, gradually attracting the toucans back in greater numbers. Beyond the brand itself, we also helped shape key elements of the visitor experience, including the concept for the cupping laboratory, where mirrored surfaces allow the architecture to dissolve into the surrounding coffee landscape, creating a striking experience for buyers visiting from some of the world’s most respected coffee shops. Today, La Palma & El Tucán has achieved record-breaking prices for Colombian specialty coffee and has become a global reference for innovation in coffee, hospitality, and regenerative farm experiences.