From Branding to Life Changing: How Más Coffee Co. Won Hearts (and Transformed Lives Across the World)

I never thought branding would make me cry. Seriously, I’m usually pretty composed (think Cameron Diaz in The Holiday) —but there I was, scrolling through Mas Coffee Co.’s social media updates, tears streaming down my face. The story of Danillo Herrera, one of the coffee farmers behind their beans, absolutely floored me. In that moment, I realized just how deeply impactful our work at Brandidly Communications could be.

When Mas Coffee Co. came to us, they didn’t have a name, a logo, or even a clue about what their brand might look like. What they did have? A dream and a story. My job? Dig into their “why” and build a brand that wasn’t just beautiful but also deeply authentic. It wasn’t about coffee—okay, it was about coffee—but it was also about building a bridge between their customers in Winnipeg and small coffee farms in Honduras.

A Surprising Realization About Marketing

Back when I was studying international development at the University of Winnipeg, I had a very different view of marketing. My best friend at the time was studying it, and I honestly thought her work was, well, kind of evil. She was learning how to push products to the masses, and I saw that as the polar opposite of what I was doing—pursuing studies that felt so purely intentioned and honourable. I thought I was on the moral high ground, focused on helping communities and changing lives, while she was just selling stuff.

Little did I know that development and responsible marketing could go hand in hand. Fast-forward to today, and I now understand that marketing and branding, when done authentically and responsibly, can amplify the kind of positive change I once thought was exclusive to development work. Building the Mas Coffee Co. brand was proof of that—proof that a brand could be a force for good, connecting people and creating opportunities across the globe.

Building a Brand with Heart (and Caffeine)

Creating the Mas Coffee Co. brand was like brewing the perfect cup of coffee. It needed the right balance of boldness and warmth, with a finish that lingered long after the last sip. From the start, I knew this wasn’t just another branding project. Co-founder David Pinto’s Honduran heritage was the heartbeat of their story, and their commitment to ethical sourcing was the backbone.

As someone with a degree in international development and experience working with small-scale farmers in Brazil, this project hit me right in the feels. I’ve seen how transformative small-batch farming can be for families and communities. It’s the difference between surviving and thriving. I’ve also seen what happens when businesses cut corners and exploit farmers. Spoiler: it’s not pretty.

Mas Coffee Co. wasn’t about shortcuts. They wanted a brand that truly reflected their values—a brand that lived up to their dream of “Coffee doing more.”

Authenticity Is the Branding Secret Sauce

From the very beginning, authenticity was the not-so-secret ingredient in the Mas Coffee Co. brand. It’s why we spent so much time digging into their story, their values, and their vision. The tagline, “Coffee doing more,” wasn’t something we plucked out of thin air. It was a promise we knew they’d keep.

This authenticity struck a chord. Customers weren’t just buying coffee; they were joining a movement. Mas Coffee Co. wasn’t about slick marketing—it was about making an impact. And the proof was in the beans.

Last year, the Mas team visited Danillo’s farm in Honduras. I didn’t go with them, but I followed their journey like a hawk on social media. The photos, the stories, the sheer joy—it was overwhelming. Danillo’s story brought me to tears, and I don’t cry easily (unless you count those ASPCA commercials).

From Branding to Bonding: Danillo Hererra poses with Mas Coffee Co. beans that he grew.

Meet Danillo: The Man Behind Your Morning Brew

Danillo’s farm is nestled in the stunning hills of Honduras, where coffee plants thrive in rich soil and sunshine. For years, he struggled to make ends meet, selling his beans for prices that barely covered his costs. Enter Mas Coffee Co. By paying a fair price for his beans, they gave Danillo the resources to reinvest in his farm. He’s been able to adopt sustainable practices, improve his facilities, and, most importantly, provide better opportunities for his family.

Watching the Mas team share moments from their visit—photos of Danillo’s fields, his family, and the pride in his smile—was like watching a real-life fairytale. This wasn’t just about coffee. It was about dignity, respect, and ethical business practices changing lives.

The Ripple Effect of Doing Good

Here’s the thing about stories like Danillo’s: they don’t stop at the farm gate. When small farmers thrive, their entire community benefits. Danillo’s success has a ripple effect, from the workers he employs to the local businesses that gain from his prosperity. It’s a reminder that every decision—from the brands we build to the products we buy—has far-reaching consequences.

This is why I’m such a big believer in corporate responsibility. Businesses have the power to change lives, and Mas Coffee Co. proves that profit and purpose can go hand in hand. By staying true to their values and focusing on the human impact of their work, they’ve created something extraordinary.

Branding: It’s More Than Just a Pretty Logo

At Brandidly Communications, we’re all about the power of branding, but this project reminded me that a brand is so much more than visuals and slogans. A brand is a promise. It’s the trust you build with your audience. For Mas Coffee Co., that trust comes from their unwavering commitment to their farmers and their customers. They’ve built a brand that’s as authentic as it is impactful.

From its ethical sourcing practices to its personal connections with farmers like Danillo, Mas Coffee Co. lives up to its tagline, “Coffee doing more.” And let me tell you, it does it with style.

Brewing a Better Future

As I reflect on this journey, I’m reminded of why I started Brandidly Communications. I love branding. I wanted to help brands find their voice, tell their story, and make a difference. Projects like Mas Coffee Co. reaffirm that mission every single day.

Branding a company or item isn’t just about selling a product. It’s about creating connections, fostering trust, and making an impact. When done right, it’s not just transformative for the business—it’s transformative for the people it touches.

So, the next time you sip a cup of Mas Coffee, think of Danillo and the hills of Honduras. Remember that behind every delicious drop is a story of resilience, hope, and the power of doing good. Together, we’re brewing a better world—one bean at a time.

And honestly? That’s worth all the tears (and maybe a few more cups of coffee).

– Linds

ps. READY TO ELEVATE YOUR BRAND? Your brand has the power to inspire, influence, and make a lasting impact. Let’s work together to create a brand that not only looks amazing but drives real results. Book Your Free Discovery Call today and let’s start building something remarkable!