Heirloom Kaffa Co.
A collection of the world's best Single-Origin coffee, originating from the founding place of coffee.
PROBLEM
The founders of Heirloom Kaffa Co. were passionate about introducing the rich flavors of Ethiopian coffee to a global audience. However, they faced the challenge of establishing a brand identity that not only highlighted the unique origins of their beans but also differentiated them from the myriad of coffee brands already available. They aimed to create a visual and narrative appeal that would resonate with coffee enthusiasts worldwide, emphasizing the authenticity and heritage of Ethiopian coffee.
SOLUTION
Following an insightful meeting with Merhawi and Persabelle, where we delved into their aspirations for Heirloom Kaffa Co., I embarked on designing a series of logo concepts. These designs subtly incorporated elements like a tree or an ancient coffee bean to symbolize 'heir,' while others emphasized the brand's initials. A pivotal suggestion I made was to use 'Kaffa' instead of 'coffee' in the brand name, paying tribute to the Ethiopian region where coffee is believed to have originated, thus forming the abbreviation HKC. After finalizing the logo, I developed a pattern inspired by traditional Ethiopian motifs seen in textiles and kitchenware, ensuring the packaging was distinctive and memorable in the competitive market.
CONTRIBUTION
In my exploration of coffee's rich history, I unearthed the fascinating tale of Kaldi, a goat herder from the Kaffa region in Ethiopia, who is said to have discovered coffee when his goats became lively after eating the cherries. This story inspired the name Heirloom Kaffa Company, reflecting the beverage's Ethiopian roots. I meticulously crafted the brand's visual identity, drawing heavily from traditional Ethiopian patterns to create a logo, select a color palette, and choose fonts that resonate with the brand's heritage. Additionally, I designed a unique pattern for packaging and marketing materials. To generate buzz, I produced a promotional video that highlights the coffee's journey from bean to brew, capturing the essence of the product.
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