Agri Evolve Ltd. were seeking to introduce a new brand of coffee into the British market. Selling direct to independent coffee roasters, they required distinctive branding which would be future-proof, should they ever sell directly to the consumer. It was vital that the branding worked on both small and large scales, from labels on coffee bags, to van livery. Visually, it was important to acknowledge that the coffee is grown in Uganda.
This logo depicts the Rwenzori mountains of Uganda, where the coffee is cultivated. The Rwenzoris are known as the mountains of the moon — according to legend are said to be the source of the River Nile. This romantic moniker was impossible to ignore, so the moon was incorporated into the design. The geometric forms divided by a bold white line are stylistically evocative of African waxed cotton, a beautiful and hard-wearing fabric worn throughout the region. Complemented by the font family Source Sans Pro for an unfussy finish. All the stationery was printed on recycled stock, aligning with Agri Evolve’s environmental values.