The food and beverage industry covers an assortment of products and companies within. It happens to include one of the largest commodity markets, coffee. With its distinctive socio-cultural ties, coffee has been produced, branded, and marketed uniquely in every part of the world. With any product, various factors must be taken into consideration when developing a brand: consumption patterns, cultural relevance, product expectation, and marketplace competition to name a few. Branding essentially tries to build an emotional kinship with the consumer that transcends the products actual function. Brands aspire to create an identity, a lifestyle to live by.