Crear mi marca de café

How to Start My Own Coffee Brand
Step by Step Guide

Every week we receive inquiries from people — both in Colombia and abroad — who are interested in launching their own coffee brand. To support this process, we’ve created this comprehensive guide that covers all key aspects: from the initial steps to exporting and marketing the product, especially for those living outside the country who wish to sell Colombian coffee.

The first thing we want to mention is that, although there is currently a boom around this type of business, the coffee market remains broad and diverse enough to offer space for everyone. Today we see many coffee farms launching their own brands; the same goes for small mills, independent baristas, and even entrepreneurs who see a business opportunity in the fascinating world of coffee.

All of them can succeed if they manage to develop a high-quality product with a clear and well-targeted proposal for a specific market niche. The key lies in differentiation — whether through the coffee’s origin, processing methods, brand design, or the experience offered to the consumer. A good marketing plan — combining a coherent visual identity, effective communication, and presence in the right channels — can make the difference between just another brand and one that truly connects with its audience.

Below, we break down the most important steps to help you build your own coffee brand from scratch, with in-depth insights so you can start with a strong foundation.

1. Define Your Brand Concept

This is the first and perhaps most important step. Before looking for suppliers, designing packaging, or creating social media accounts, you need to be clear on what kind of brand you’re building and what will make it special. Your brand concept will be the foundation upon which all future decisions are built.

a. What kind of coffee will you sell?

Not all coffees are the same, and neither are all consumers. Define the type of coffee you want to offer in the market. Common options include:

  • Specialty coffee: Focused on exceptional quality, traceability, high cup scores, exotic varieties, and unique processes. Ideal for gourmet niches and demanding consumers.
  • Premium commercial coffee: Good quality at a more accessible price. A solid choice if you’re aiming for volume without entirely sacrificing experience.
  • Organic or sustainable coffee: Perfect for brands that want to focus on environmental responsibility or social impact.

Consider the origin, processing method (washed, honey, natural, controlled fermentations), variety, and cup score. All of these are part of the product you’re offering.

b. Who are you selling to? Define your target audience

Many brands fail because they try to appeal to everyone. Instead, define your niche clearly. Examples of potential audiences:

  • Gourmet consumers: Coffee lovers willing to pay more for quality, storytelling, and exclusivity.
  • Businesses (offices, restaurants, hotels): Seek consistency, presentation, and convenience.
  • Specialty shops: Often require traceable coffee with a cupping score of 86+.
  • International markets: If you plan to export, you must understand each country’s flavor preferences and roast profiles.

Knowing your audience will help you adapt your message, design, packaging, and even your sales channels.

c. Your brand message and identity

This is where the brand is truly born. You must create a solid and coherent identity:

  • Name: Easy to remember, pronounce, and register. Ideally meaningful or connected to your story.
  • Logo: Professional and adaptable to various formats while reflecting your essence.
  • Colors and visual style: Build a palette and typography that communicate your brand’s personality (elegant, minimalist, traditional, innovative…).
  • Story: The narrative behind your coffee, your purpose, your values. Brands that connect emotionally with consumers are more likely to build loyalty.

Remember: you’re not just selling coffee — you’re selling an experience, a philosophy, a promise. The alignment between your product, image, and message is what builds a strong brand. You can find inspiration in this article about Branding.

2. Choose Your Coffee Supplier

Once your brand identity is clear, the next step is to find a reliable supplier who can roast, package, and ship your coffee under your brand. This is known as white-label production and is ideal for entrepreneurs who want to focus on sales and brand growth without managing a production facility.

a. What do you need from your supplier?

Since you’ll be working with white-label services, it’s important to define your needs and ensure your supplier can meet them:

  • What type of coffee do you want to offer? (specialty, commercial, organic, etc.)
  • What formats will you sell? (250 g, 500 g, 1 kg, etc.)
  • How should it be packaged? (sealed bags, with valve, pouch-style, etc.)
  • What information will be included on the label? (origin, score, brand story)

b. Request key information to make informed decisions

When evaluating suppliers, be sure to ask for:

  • Updated price lists by coffee type and packaging format.
  • Cupping profiles describing the coffee’s sensory characteristics.
  • Available varieties (Bourbon, Castillo, Gesha, etc.) and their processes (washed, honey, natural, fermented).
  • Minimum order quantities and delivery frequency.
  • Lead times and production availability.
  • Logistics options: domestic shipments, exports.

c. How can Coffee Graders help?

At Coffee Graders, we work with both emerging and established brands looking to develop a strong product without worrying about production. We offer:

  • Specialty coffee (86–90+ points) with differentiated profiles based on your target market.
  • Commercial coffee (~83 points) for projects seeking a more accessible, yet high-quality offering.
  • Tailored white-label services: you choose the cup profile, and we roast and package it under your brand.
  • Domestic and international shipping options, from 50 kg up to container-load orders.

We can help you choose the right coffees based on your budget and target audience, and support you throughout the process until your product is ready for sale.

3. Design Your Packaging

Packaging is one of the most important elements for positioning your brand. Not only does it protect the coffee and ensure its freshness, but it also communicates your project’s identity. In many cases, it is the first point of contact between your product and the consumer, so its design should be attractive, consistent, and functional.

Empaques de café para tu marca

This step may take more time than you expect and, depending on the level of quality you’re aiming for, it can also represent a significant investment. There are two main options:

  • Budget option: This involves designing a label or sticker that includes all the necessary information (brand name, origin, variety, roast date, etc.) and manually applying it to generic packaging. This option is ideal for those starting with small volumes and wanting to validate their value proposition before investing in custom packaging.
  • Professional option: This involves printing custom bags. Keep in mind the initial cost of the printing plates and the minimum production quantities, which usually start at around 2,000 units per design. While this option requires a larger investment, it also gives your brand a much more solid and professional image.

This process takes time, so if you’re already committed to your project, we recommend starting on the packaging design as soon as possible. Having this aspect resolved from the beginning will allow you to move forward confidently in the next stages of your business.

a. What should your packaging include?
A good packaging design should contain key information that builds trust and conveys quality:

  • Your brand name and logo.
  • Coffee origin (region, town, or farm).
  • Variety and process (e.g., Castillo – Washed, Gesha – Natural, etc.).
  • Roast date (this speaks to freshness and commitment to quality).
  • Cup score if you work with specialty coffee (ideally certified by a Q Grader).

You can also include elements such as:

  • A brief story about your brand or the producing farm.
  • Brewing recommendations.
  • Certifications (organic, Rainforest Alliance, etc.) if applicable.
  • A QR code linking to your website, social media, or a video story.

b. Bag types and formats
Choose a type of bag that suits your market and brand style:

  • Bags with a degassing valve, ideal for preserving the aroma of freshly roasted coffee.
  • Pouches with zippers, very useful for consumers who don’t use the entire content at once.
  • Kraft, metallic, or biodegradable bags, depending on your brand’s visual or ethical profile.

The most common formats for retail sales are:
250 g, 500 g, and 1 kg. If your audience is more specialized, you might also consider 125 g or even sample kits.

c. How to design your packaging?
You have two paths:

  • Hire a professional graphic designer to help you create a customized and brand-aligned design. This is ideal if you want a strong image from the start.
  • Use AI-powered digital tools such as:
    • Canva: easy to use, with thousands of templates for packaging, labels, and logos.
    • Leonardo AI: generates images with artificial intelligence to enhance your visual concepts.
    • Figma: for more technical or collaborative designs, ideal if you’re working with a team.

In either case, remember to think of design as an investment. Attractive and professional packaging can make someone choose your brand over another on a shelf full of options.

4. Define Your Sales Strategy

Once you have your coffee and packaging ready, it’s time to think about how you’ll get your product to the final consumer. Defining a clear and realistic sales strategy is key to getting off on the right foot and scaling sustainably.

Where will you sell?
There are multiple sales channels, and ideally, you should choose those that align with your budget, operational capacity, and target audience:

Own Ecommerce: Setting up your own online store is an excellent way to start selling directly, without intermediaries. Platforms like Shopify, WooCommerce (for WordPress), or Tiendanube offer easy-to-use solutions with reasonable costs and great customization options.

Social Media: Instagram is a powerful tool for building community, telling your brand’s story, and showcasing your product. Nowadays, many new brands make their first sales through direct messages, promoted posts, or links to their online store from their profile. You can also complement this with Facebook or TikTok, depending on your audience.

Marketplaces: Platforms like Mercado Libre, Amazon, or even stores specializing in gourmet products can help you reach a wider audience. The downside is that you’ll pay commissions and compete with many other brands, so it’s important to have a good differentiator.

Physical Locations: While opening a physical store involves higher costs, you can start by offering your coffee in health product stores, cafes, or local markets. Partnering with businesses that share your values can be a great way to position your brand and get known without needing your own location.

Logistics: Shipping and Payments
Another key point is defining how you’ll get your product to the customer and how you’ll receive payments:

Shipping: Research options with courier local companies. Some ecommerce platforms already integrate with these carriers, which makes generating labels and tracking packages easier. For international sales, you can explore options like DHL, depending on the destination country and the volume of your orders.

Payments: Make sure to offer reliable and easy-to-use payment methods. In Colombia, platforms like Nequi and Daviplata are widely used. If you sell internationally, consider integrating PayPal or international payment gateways.

If you are outside Colombia

More and more entrepreneurs abroad are interested in creating their own Colombian coffee brand. This makes a lot of sense: Colombian coffee is globally recognized for its quality and flavor, and it can be a great differentiator if presented with a good story, packaging, and commercial strategy.
However, creating a brand from another country means understanding not only the product but also the logistics, legal requirements, and available business options. Here are the first steps:

1. Define your business model

Before contacting suppliers or designing your brand, you need to have a clear understanding of how you are going to operate. This will determine both the logistics and the costs involved.

a. Will you import green coffee and roast locally?
This option is ideal if:

  • You already have experience in the coffee world or a partner who handles roasting.
  • You want full control over the cup profile, freshness, and traceability.
  • You are in a country with an advanced coffee culture and access to professional roasters.

    💡 Important: Importing green coffee involves more complex logistical processes and the need to control variables such as humidity, storage, and roasting. Additionally, you will need specialized equipment and possibly a local health license.

b. Will you receive the coffee already roasted and packaged from Colombia?
This option is ideal if:

  • You are just starting and have no technical experience in roasting.
  • You want to focus on the brand, marketing, and sales.
  • You seek to minimize initial investment and simplify operations.

    In this case, working with a reliable supplier (like Coffee Graders) who handles roasting, packaging, and labeling is key. You can request coffee with your own brand, adjusted to the cup profile you are looking for, and with customized packaging.

c. Do you have an import license or need to work with a logistics operator?
Depending on the country you are in, you may need:

  • Registration as a food importer.
  • Phytosanitary permits or special certifications.
  • A customs agent or logistics company to help you with paperwork.

    💡 If you are just starting, you can work with logistics operators who already have experience importing coffee and who can facilitate the process. Some of our clients in Europe, Asia, and North America have opted for this route for their first shipments.

2. Contact a supplier exporter (such as Coffee Graders)

Once you have a clear business model, the next step is to contact a reliable supplier in Colombia who can offer you quality coffee and assist you with the logistics process. Not all suppliers are prepared to export directly to entrepreneurs, so it’s key to find one that understands your needs, especially if you’re just starting out.

What should you request?

When you contact an export supplier, make sure to ask for the following:

  • Minimum order quantities: some suppliers have different requirements for green and roasted coffee.
  • International shipping options: ask about alternatives such as:
    • DHL (fast, ideal for up to 50 kg, no customs paperwork, but expensive). Ideal for a market test.
    • Air cargo (cheaper for 400–500 kg and up, requires registration as an importer).
    • Maritime (only for large volumes, ideal if you plan to move 3 tons or more).

What if you want to reduce costs?

If you’re starting with a small volume, one option is to share shipping with another customer nearby geographically. This can help you split the transportation costs and make it more viable. We assist in coordinating such shared shipments whenever possible.

3. Local import requirements

Importing coffee to your country might seem complicated at first, but with the right information and a supplier who guides you through the process, it’s completely feasible. It’s essential that before placing your first order, you research and understand the import regulations in your country related to food products, especially items like coffee, which may require special permits.

What should you consider?

  • Registration as an importer: In many countries, you need to be registered with a government entity in order to import food products.
  • Sanitary or phytosanitary permits: You may need to provide certificates that guarantee the coffee has been produced and handled according to safety standards. In the case of Colombian coffee, this can be managed through the ICA (Colombian Agricultural Institute), and your supplier should provide you with the corresponding documentation.
  • Labeling requirements: In some countries, the coffee packaging must include information in the local language, nutritional values, country of origin, production date, and other details.
  • Payment of taxes and duties: Be sure to check the applicable tariffs for importing coffee and other associated costs, such as VAT, customs storage, or inspections.

Where to consult?
Here are some useful links based on your country:

  • Spain: Agencia Tributaria – Importaciones
  • Chile: Servicio Nacional de Aduanas
  • Mexico: SAT and COFEPRIS
  • United States: FDA – Food Imports

You can also consult with a customs agent or logistics provider in your country to assist you. Many entrepreneurs prefer to work with a logistics operator who handles all these procedures for a fixed fee, which is an excellent option if you’re just starting out.

agente de aduanas para proceso de importación de café

4. Trademark registration in your country


Registering your trademark is a crucial step in legally protecting the name, logo, and distinguishing elements of your business. This grants you the exclusive right to use your trademark on coffee-related products and protects you against possible copies or legal conflicts.

    Why is it important to register your trademark?

    • Legal protection: It prevents others from using a similar or identical trademark for similar products.
    • Commercial value: A registered trademark increases the perceived value of your business and can become an important asset in the future.
    • Consumer trust: A registered trademark conveys professionalism and commitment.

    Where to register your trademark?
    Each country has its own entity responsible for trademark registration. Here are some useful links to start the process based on your location:

    Additionally, you can consult the Wikipedia article on trademark registration for an overview of the process in different countries.

    Recommendations:

    • Before starting the registration, verify that the name and logo you’ve chosen aren’t already registered in your country.
    • You can handle the process yourself or with the help of a lawyer specializing in intellectual property.
    • Consider also registering your trademark internationally if you plan to sell in multiple countries, for example, through the Madrid System managed by WIPO (World Intellectual Property Organization):
      https://www.wipo.int/madrid/en/

    How Can Coffee Graders Help You?

    At Coffee Graders, we are committed to the success of your coffee brand—from the very first steps until your product reaches the final consumer. We understand that starting out in this industry can be challenging, which is why we offer comprehensive support to ensure your business grows in a solid and sustainable way.

    Coffee Selection (Green or Roasted)
    We help you choose the perfect coffee for your brand. Whether you prefer working with green or roasted coffee, we offer a wide variety of high-quality beans with different cup profiles to suit your market niche. If you choose to roast the coffee yourself, we provide the tools to help you select the best bean and roast process.

    Toll Roasting Services and Cup Profile Design
    If you’d rather simplify the process, we offer toll roasting services where we can roast and package the coffee under your brand, tailored to your quality and design specifications. We also work with you to develop a unique cup profile, ensuring your product is consistent and high quality—helping you stand out from the competition.

    Domestic and International Shipping
    We handle both domestic and international shipping, with options to suit your budget and logistics needs. Whether you’re sending small batches via DHL or larger volumes by air or sea freight, we manage the entire logistics process to ensure your coffee arrives on time and in perfect condition.

    Personalized Import and Export Support
    At Coffee Graders, we understand that every market has its own particularities. That’s why we offer personalized guidance throughout the entire import/export process. We assist with customs procedures, phytosanitary permits, and help you find the best way to deliver your product to new markets.

    If you have any questions or would like more information on how we can support you, don’t hesitate to get in touch. We’re here to walk with you every step of the way as you grow your coffee brand.

    Write to us at contact@coffeegraders.com or send us a message via WhatsApp at +57 322 6825676.