Kaffra - Coffee Brand & Packaging
Secnd Studio
Overview
Kaffra is a contemporary coffee brand rooted in Ethiopian heritage, the birthplace of coffee. Built for a new generation of drinkers, the identity carries culture and character across brand and packaging without leaning on the category's usual cues, sacks, beans, and earth tones.
Industry
Food & Beverage
Year
2024
Services
Brand
Scope
Brand Strategy, Visual Identity, Art Direction, Packaging Design, Illustration, Typography, Colour System
The Challenge
Coffee is a saturated category shaped by familiar codes: earthy palettes, heritage-driven packaging, and specialty aesthetics that increasingly look alike. Kaffra needed to communicate its Ethiopian roots while staying relevant to a younger, design-conscious audience, carrying cultural influence without tipping into the traditional or expected.
The Strategy
Draw from Ethiopian culture's energy, storytelling, and relationship with coffee rather than translating it literally. Bold typography, illustration, and a restrained colour system became the core tools, flexible enough to stay consistent across products while letting each expression hold its own personality.
The Solution
A bold typographic identity establishes Kaffra's voice, paired with illustrated elements that bring movement and a human quality to the system. A largely monochromatic palette keeps the identity focused and gives type and illustration greater presence. Across packaging, scale, contrast, and composition turn each pack into a recognisable piece of the wider Kaffra world, distinctive on shelf but structured enough to stay cohesive as the range grows.
Thank you!
Two minds, one studio, shaping brands, websites, products and motion.
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Posted Oct 7, 2026
Brand and packaging for Kaffra, a coffee brand rooted in Ethiopian heritage, made for a new generation without the category's usual cliches.
