Jebena Co. - Premium Ethiopian Coffee Brand for the UAE Market
I had the privilege of leading the brand creation project for Jebena Co., a premium Ethiopian coffee brand that seeks to celebrate the rich origins of coffee while supporting the farmers who produce it. The challenge was to develop a coffee brand identity that would resonate with both B2B clients—coffee shops they supply their beans to—and B2C consumers in the UAE, while honouring Ethiopia’s deep-rooted coffee heritage with a modern, premium aesthetic.
Brand Strategy & Positioning / Visual Identity / Packaging Design / Brand Styling & Theme
Brand Strategy & Positioning
The strategy centered around storytelling, inviting consumers to learn about coffee's origins and its cultural significance. Drawing inspiration from the legendary tale of coffee discovery by Kaldi and his goats, I crafted a narrative that connects consumers to Ethiopia’s coffee culture, with a particular focus on the Jebena pot, a symbol of family and tradition. This approach helps foster an emotional connection with the brand, creating a deeper understanding of the product’s heritage and authenticity.
Visual Identity
The logo and visual identity were designed to reflect Ethiopia’s rich heritage, with hand-drawn illustrations inspired by the Kaldi legend. A warm, natural colour palette evokes the earthy tones of Ethiopia’s coffee-growing regions, while modern typography introduces a sophisticated yet accessible feel to the brand. This cohesive visual identity ensures Jebena Co. is distinctly positioned in the competitive UAE coffee market, particularly in the F&B scene.
Packaging Design
Packaging was a key element in positioning Jebena Co. as a premium product in coffee shops and supermarkets. The design had to subtly convey both the quality of the coffee and the brand’s commitment to sustainability. I helped the client to select eco-friendly materials that align with the brand’s core values, ensuring the packaging design remains visually striking while communicating a sustainable ethos. The packaging effectively attracts attention, while maintaining a refined, high-end appeal.
Brand Messaging
The messaging embodies the brand’s values—authenticity, sustainability, and premium quality. I focused on creating messaging that not only educates but also resonates with consumers seeking a brand that reflects their own values of quality and sustainability, without pushing the message too forcefully.
By seamlessly blending a rich cultural heritage with a modern, premium aesthetic, Jebena Co. offers a distinctive coffee experience that connects consumers to the heart of Ethiopia’s coffee legacy—crafted for those who appreciate authenticity and quality.