Junipalooza – Australia
The Brief.
Introducing Jebena Co: a coffee brand with a difference. Born in Ethiopia, the birthplace of coffee, this family-owned business is not just about great coffee; they’re about giving back to the farmers who make it happen. Our mission was to craft a captivating visual identity that would resonate with both coffee shops (B2B) and retail customers (B2C). We told the enchanting story of how a beloved global commodity, was discovered.
The Process
Strategy.
Identity.
Packaging.
Strategy.
We aimed to stand out in the competitive coffee market by creating a brand with a unique story. Our focus was to educate customers about coffee’s origins and support the local farmers who grow it. Inspired by the legend of Kaldi and his goats, who discovered coffee, and the cultural significance of the Jebena pot, a symbol of family unity, we crafted a brand that connects consumers to the authentic roots of their coffee.
Identity.
Our brand’s visual style was inspired by the story of Kaldi and his goats, who first discovered coffee’s energising effects. We developed a hand-drawn, illustrative concept, featuring custom graphics that exude a sense of authenticity and careful consideration. The use of natural tones accented with warm colours helps immerse the audience in the Ethiopian landscape.
Packaging.
For Jebena’s premium coffee, it was essential that the packaging reflected its high-end status and stood out in coffee shops and supermarkets. We focused on making the design visually appealing and engaging, encouraging coffee shops to sell the Jebena brand as is, rather than under a white label. Aligning with the ethos of a natural product, we also ensured the packaging was made from sustainable materials, completing the brand’s commitment to quality and environmental responsibility.