Kaffra | Coffee Brand Identity, Logo & Packaging

Kaffra is a modern coffee brand rooted in Ethiopian heritage, envisioned for bold, adventurous coffee lovers. With sleek monochromatic branding paired with playful illustrations, the identity brings flavor, culture and style to every cup. My role was to develop the full visual identity and packaging system creating a brand that feels grounded in origin yet fresh, elevated, and resonant with younger audiences.

In a coffee market that often relies on familiar tropes rustic heritage cues or premium minimalism Kaffra needed a visual voice that stood out. The brief was to capture both authenticity and attitude: honoring the beans’ Ethiopian roots while feeling clean, modern and desirable. The identity had to work across packaging formats, from bags to retail displays, and appeal to a culture-savvy consumer group.

I anchored the brand around three guiding ideas: heritage, clarity, and personality. Heritage provided the cultural foundation; clarity ensured the visuals felt confident and accessible; personality brought in the fresh, expressive edge. Every design decision from the illustration style to packaging layout was informed by the desire to spark curiosity, reinforce quality, and create a distinctive coffee brand experience.

The visual direction combines bold typography, a predominantly monochrome palette, and custom illustrations that reference coffee culture in subtle, modern ways. The packaging uses high-contrast graphics and strong layouts to stand out on shelf, while maintaining a premium feel. The approach is minimalist in structure but rich in expression, bringing a balance of style and substance to Kaffra’s brand identity.

The identity was applied across packaging formats coffee bags, seals, labels as well as brand collateral and illustrative assets. The design ensures consistency whether seen online or in a physical shop. Packaging layouts were crafted to be visually distinctive and functional: the brand mark, bag face, and illustration work together to tell the story at a glance. The result is a cohesive system that carries the brand promise seamlessly across formats.

Kaffra now wears a brand that signals boldness, origin, and design-forward thinking. The visual identity helps it break through the noise of coffee branding and connect with an audience that values authenticity and aesthetic. The packaging system enhances visibility and memorability, turning each bag into a statement piece in the coffee aisle. Over time, the brand identity positions Kaffra not just as coffee but as culture, design and taste combined.

Creating the Kaffra identity reminded me that packaging is more than pretty graphics it’s the moment a consumer connects emotionally with the brand. The art lies in blending heritage with modernity, and function with flair. Through Kaffra I sharpened how far design and storytelling carry a product beyond the shelf, into meaningful brand expression.