Introduction
The quality of instant coffee has been questioned by brewed coffee drinkers for years. With Stellar Bean, you no longer have to sacrifice quality for convenience because our beans are organically grown with care. Our coffee is also certified Fair Trade to ensure our farmers have a stable income and work in a safe and healthy environment.
Competition
Stellar Bean competes with Swift Coffee, Waka Coffee, and Cometeer in the instant coffee market. Swift Coffee offers premium, minimalist subscriptions but lacks Fair Trade certification. Waka Coffee has playful packaging and subscription bundles, yet its materials aren’t fully compostable and ethical sourcing isn’t emphasized. Cometeer uses recyclable, Fair Trade-certified capsules, but shipping via dry ice raises sustainability concerns.
Personas
The three main personas include the “Trendy Eco-Conscious Commuter”, the “Work from Home Professional,” and the “Social Butterfly College Student.” These personas best represent the Gen Z consumers Stellar Bean caters toward. These personas also guided every decision, from packaging to product features and marketing strategy, ensuring Stellar Bean resonates with the audience it was created for.
Cultural Relevance
Gen Z is driving the rise of instant coffee. Convenience, cost-effectiveness, and social media influence make it the perfect product for this generation. Studies show that 60% of Gen Z prefers iced coffee, emphasizing the importance of drinks that don’t get watered down when ice is added. Brands are also learning that to gain Gen Z’s trust and loyalty, they must honestly disclose that their coffee is responsibly sourced. Stellar Bean taps into these trends by providing an ethically sourced, visually appealing, and convenient product that aligns with Gen Z’s values. We’re not just selling coffee, we’re offering an experience that fits seamlessly into their lifestyles.
Marketing Strategy
Stellar Bean’s marketing approach emphasizes lifestyle, ethics, and accessibility. Social media platforms like Instagram, TikTok, and Facebook serve as the primary channels, highlighting user-generated content, influencers, and community engagement. The brand builds awareness through storytelling and creative campaigns that blend visual appeal with purpose. Every post and ad reflects Stellar Bean’s mission: great coffee that’s good for the planet, wrapped in an aesthetic Gen Z can’t resist.
Credits:
Created with an image by Lifestyle Graphic - "Heart shape of roasted coffee beans isolated on a white background."