Tabuu Coffee Visual Identity Project

Abu-Bakr Moolla

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.
Signboard Design
Signboard Design
Coffee Pouch Packaging Design
Coffee Pouch Packaging Design
Advertising Poster Design
Advertising Poster Design
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Posted Jul 21, 2024

Tabuu Coffee, from "taboo," uses premium Ethiopian beans to challenge the bland decaf stigma with bold flavors.

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