The Brief: Tabuu Coffee is a brand that challenges the notion that decaf is bland, offering a flavorful rebellion through premium Ethiopian beans, derived from the Somali word for taboo, to break the stigma.

The Creative Process: During the research and word-mapping process, one aspect that stood out to me was the brand’s strong association with Ethiopian and Somali history. I was keen on integrating this heritage into the logo. After researching Ethiopian coffee history, I learned about the jebena, a traditional Ethiopian coffee pot made of pottery. I decided to incorporate this element into the logo identity to showcase the brand’s strong ethiopian history.

To reflect the brand's bold personality, I inverted the Ethiopian coffee mug and added a dark circle behind it, enhancing the logo's bold appearance. For an exotic touch, I chose a mix of orange-

yellow and coffee brown. The yellow background shade lends a premium feel to the brand, emphasizing its exclusive sourcing of premium beans from Ethiopia.

Additionally, I gave the logo and typography a freehand style to convey an adventurous vibe. This approach aims to attract

customers who are skeptical about trying decaf coffee, a significant part of the target audience.