The rare moments I’ve drunk coffee, I didn’t realize I was savoring history. Leading the creative direction for this project, I had the privilege of crafting a brand identity that celebrated the rich heritage of Ethiopian coffee while spotlighting a groundbreaking innovation. The clients, native Ethiopians with deep respect for their cultural roots, created a revolutionary, natural, beanless coffee. This achievement blends ancient culinary traditions with cutting-edge scientific advancements. Their mission extended beyond innovation; it aimed to honor Ethiopia’s legacy while ensuring sustainability and equity within the supply chain.

My role involved developing a strategic and visually compelling brand narrative that paid homage to Ethiopia’s deep connection to coffee culture. Drawing inspiration from the region’s vibrant heritage, I designed a visual language that balanced tradition with modernity, incorporating rich pulsating tones and spirited-angled typography to reflect the authenticity and ingenuity of the product.

I ensured that every brand element—from packaging to marketing collateral—aligned with their core values of environmental stewardship and social impact. By weaving storytelling into the design, I showcased the product’s uniqueness and positioned the brand as a leader in ethical innovation. The result was a visually striking and meaningful identity that resonated with consumers and celebrated the intersection of history, culture, and sustainability. STUDENT PROJECT