CASE Study: Danone

Exploring coffee beyond hustle culture

scenarioDNA helped Danone explore how coffee could evolve beyond its role as fuel for productivity. Mapping consumption trends and archetypes across adoption curves revealed changes in daily rituals and informed opportunities for product development and planning.

Key Insight: Coffee's value could be expressed through ritual and lifestyle as well as its role as fuel.

The question: What could coffee become beyond productivity?

Danone wanted to understand how coffee might evolve beyond hustle culture. The strategic question concerned the meanings of an everyday practice and what changes in that practice could open up for product innovation.

The research: Mapping changes in daily rituals

We mapped coffee consumption trends and archetypes across adoption curves, revealing cultural shifts in daily rituals. The work explored a movement from coffee as fuel toward coffee as ritual and lifestyle, giving Danone a framework for interpreting how different meanings were taking shape.

The application: Opportunities for the next era of coffee

We outlined new product-development opportunities around these changing meanings. Danone integrated the insights into product planning, connecting cultural interpretation with decisions about the future of coffee. The work provided a basis for exploring innovation through the role coffee played in daily life.

Explore our approach: Culture Mapping · Cultural Research & Intelligence