Diana Johnston Ledezma doesn’t fit into neat boxes and neither does her highly original coffee brand - Roastersaurus.

It is easy to follow trends - we see it, we like it, we do it. But there are always other ways to achieve the same end goal and there are advantages to doing this.

Brands and products are building emotional connections and communicating intrinsic and extrinsic attributes of the product. In this case - specialty coffee. Roastersaurus is an example of how breaking out of the status quo gives a strategic advantage. Namely - it is original - which attracts a new and specific audience, while also being familiar to ‘specialty coffee’ consumers. The concept differentiates Diana’s coffee and brand from an ever more crowded field.

Learn more about Roastersaurus and the lessons that can be applied to other coffee brands to help them communicate specialty coffee to increase sales and build long lasting relationships with your customers.

Links:

Roastersaurus is a category finalist for best coffee packaging in The London Coffee Festival Awards 2026, Vote by 8 April 2026

https://invt.io/1wxbs18346l

www.roastersaurus.com

Example of lore (coffee info) page:

Basha Bekele: Raptor Quickfang Lore | Roastersaurus

Instagram: roastersaurus