COFFEE BABY & KIDS
COFFEE BABY & KIDS – 2019
Identity & Branding
Coffee Baby & Kids is dedicated to the manufacture of children’s clothing. It is an Argentine family business, created in 1983, led by Ignacio Klappenbach.
Coffee came to have more than fifteen stores in Argentina; and to export to Chile, Paraguay, Mexico, Uruguay, Peru, and Bolivia. Several years passed and the textile industry began to suffer serious difficulties: the country’s economic crises, together with the importation of clothing and the drop in sales in the domestic market, caused that more than 17,000 jobs were lost between 2015 and 2018. The situation became increasingly difficult, and in May 2018 Ignacio had planned to close Coffee.
“Nacho is my brother-in-law; He is married to my wife’s older sister. I was aware of the situation, and I wanted to help him adding value through design” comments Gonzalo Berro.
Nacho, on the other hand, always admired the work of Grupo Berro, but felt that Coffee could not invest in a study of the level of ours.
“At the end of the year 2018, on the occasion of a study trip that I made in Yale, between the talks we had talked about the case of Target and its strategy of selling clothes. Thinking and thinking, I wrote a WhatsApp addressed to Nacho, because I thought we could do a good job for Coffee. ”
– Gon, I have no resources, the company is delayed even in the payment of salaries, I am analyzing whether or not I can continue with the business.
– Don’t worry, Nacho. Let’s try it, and if it works, we’ll see.
– Let’s do this, instead. If it works, you will receive a percentage of the profits.