Lecture Description
Specialty coffee shops shape consumer experiences through design, storytelling, and sensory engagement. This session presents findings from a global semiotic study, where we visited specialty coffee shops across the USA, China, Latin America, and AOA to uncover key trends in consumer communication, design cues, sensory experiences, and coffee expertise.
Through real-world examples, we will explore how businesses outside Europe set new branding, customer engagement, and experiential design standards. From visual cues to in-store interactions, the session will uncover the emerging themes shaping consumer perception and purchasing behaviour, providing valuable takeaways for roasters, retailers, and café owners looking to enhance their brand presence and connect with customers in new ways. Whether you’re a barista, roaster, or café owner, this session will help you understand global specialty coffee trends and how they can be applied to your own business.
Date: Saturday, June 28, 2025
Time: 12:15 - 1:15
Location: Room V
This lecture is free to attend with a World of Coffee entry badge. Register to attend World of Coffee Geneva here.
Lecturers / Presenters
Ann Ménard, (she/her)
Global Brand Communication and Insight Manager, Nestlé Professional
Ann Ménard, Global Brand Communication and Insight Manager for Nestlé Professional, brings a wealth of expertise and passion to the world of specialty coffee. With over 20 years of experience in 360° customer and consumer insights and communication, Ann has dedicated most of her career to beverage categories.
Having grown up on a dairy farm in the USA, followed by living in Europe and working in more than forty countries across the globe, Ann's diverse background has shaped her cultural understanding and sharpened her insight lens. Her deep appreciation for applied semiotics, communication, user experience, and design fuels her drive to develop innovative tools that craft inspiring stories for both customers and consumers.
Currently based in Switzerland, Ann is responsible for global communication, identifying worldwide trends, and crafting regional consumer and customer insights. With her expertise, she actively guides the development of the innovation and beverage strategy for Nestlé Professional.
Lucia Laurent-Neva (she/her)
Semiotician, Visual Signo - UK
Lucia Laurent-Neva is a global authority on cultural intelligence, semiotics, and anthropology. She advises leading organisations on brand and communication strategy, helping them develop culturally informed approaches to business and communication. Over a career spanning more than twenty years, she has guided projects across Europe, the USA, and emerging markets in Asia, Africa, and Latin America.
Lucia is the founder of Visual Signo UK - Design & Cultural Intelligence and co-founder of Semiofest, the international conference for applied semiotics. Her expertise lies in crafting strategies for diverse audiences, particularly those in emerging economies and global cultural dynamics.