FACT.COFFEE

FACT.COFFEE is a Shanghai-based start-up company that was founded in 2018 and aims to establish premium coffee and coffee culture in China. With an annual per capita consumption of only four cups of coffee China’s coffee market has a lot of potential for growth. In addition, thanks to China’s pronounced tea culture, there is already a deep understanding of the various levels of quality for hot tea drinks, so that a premium product in the coffee sector should also generate interest. The premium strategy also offered the opportunity to support coffee farmers who, instead of growing and selling widely available low-price commercial grade coffee, can earn up to ten times the amount for specialty coffee. These background conditions led to the decision to bring specialty coffee to China under the brand name FACT.COFFEE and thereby support a sustainable coffee production. The brand name is composed of the first letters of the words Farmers, Associated, Coffee and Traders, which expresses the closeness and fair trade relations between the company and the coffee producers. At the same time, the resulting English word, “fact”, also stands for something that is known or proven to be true. Following a premium approach, the coffee is launched onto the market in limited editions. Specially designed aluminium cans in three sizes and colours – black, silver and white – have been chosen to serve as packaging. The Black Edition is the brand’s most exclusive series in terms of quality and price and is limited to 50 cans. Limited to 500 cans, the Silver Edition is launched with a new variety every month, each with its own story about the featured beans, the region and the farmers. Meanwhile the White Edition series is aimed at a broader target group. In order to position FACT.COFFEE as a premium lifestyle product in the market, the brand relies not only on limited product editions but also on an elegant and consistently purist appearance. Awareness of the brand is created through partnerships with premium brands in other industries – for instance, with the car brand McLaren – and social media campaigns that show how easily the products fit into the existing everyday life of trend- and style-conscious young people.