There are a few really cool things that Maruxa did not only to start her business but also to grow a strong community and let her customers feel connected to the brand.
First, she defined a mission that revolves around inviting women back into their power and every one of us ladies out there, especially the ones with kids, can relate to this. We all remember the days when we felt awesome, beautiful and vibrant. And then we grew up.. the kids came, the bills came, the responsibilities and the mountains of endless laundry came and we kinda forgot what it was like..before.
Then, she made sure that mission was represented everywhere – in the packaging, on the website, in the way she marketed and in the way her clients felt about being part of her brand.
What do I mean?
she cultivated a strong community of women in all walks of life that know they have gifts, talents, skills and areas of genius that make the world a freaking amazing place for themselves and others they love.
These women were involved in the creation of the brand and the business:
- They help choose the type of beans through a blind taste test
- They help come up with the coffee names
- They help choose the logo, and the packaging..
And because they were involved and invested they felt ownership and belonging.
When the doors opened, they bought the product and shared it with their friends. They talked about it, they posted about it and they became true brand ambassadors.
When my order of Perky Perky arrived at my door, the first thing I noticed as I opened the envelope it came in was that delicious coffee smell that immediately sends my mind back to my coffee conversations at home.
I took a moment to inhale it in and get lost in nostalgia and childhood memories.
The coffee package felt like it was made from an organic material (that, I won’t lie, made me feel like I’m doing something good for the planet by buying it and not another brand) and when I flipped it around to read the back of the package I couldn’t help but smile to myself and give props to Maruxa for replacing the boring instructions with this: