The specialty coffee market borrows its aesthetic wholesale from Scandinavia — muted colours, Latin type — and nothing in it signals that the crop is local.
We built an identity drawing on Najdi ornament and the colours of clay and palm, with a packaging system that names the farm and altitude on every bag and shifts each season.
We visited four farms and shot a full season from picking to roasting.
We developed a visual system from Najdi ornament and colour.
We designed seasonal packaging carrying each harvest's data.
Customers started asking about the farm by name. That's exactly what we wanted.