Café Bustelo's founder story, Gregorio and Angelina building a bold, espresso-style blend that's still coveted today, pointed toward legacy and consistency as the core brand truths. That shaped the direction before any lines were written.
I generated taglines across a few angles (strength, price, cultural identity), then noticed the strongest material kept circling one idea: coffee that gets passed down. I let weaker directions fall away rather than forcing range for its own sake.
Bold enough to awaken every generation is both literal (coffee wakes you up) and figurative (a brand that's stayed relevant for decades) while concrete images like "poured by hand" kept the legacy idea from feeling generic.
I also matched verb choice across lines ("poured," "brewed," "rooted") so the set read as one consistent voice, cutting anything that didn't fit that throughline.
The final pass focused on catching internal contradictions, like a line implying the coffee had gotten "stronger" over time that undercut the "never had to change" line beside it.
Fixing those inconsistencies, along with awkward phrasing like "every now," turned five separate lines into one cohesive set.