The Challenge
How do you make a coffee brand feel as handcrafted as the pottery that inspired it?
The Solution
1. Brand Framework: From Heaven to Earth
We repositioned KAVAJURU away from generic celestial promises and grounded it in its true heritage — Rwandan earth, artisanal craft, and deep-rooted culture.
New USP:
“KAVAJURU is a specialty coffee roaster that honors the parallel crafts of Rwandan artisans — the potter and the farmer — to bring you an exceptionally crafted coffee that tells the story of its land.”
Brand Narrative
In Rwanda, the land of a thousand hills, the earth gives us two gifts: the clay shaped by the potter and the soil that nourishes the coffee tree. At KAVAJURU, we believe these are parallel crafts. Our name speaks to this connection — the 'Kava' that grows from the soil, reaching for the 'Juru,' the sky.
2. Visual Identity: Story Woven in Clay and Craft
Concept: The Artisanal Glyph
A more organic, hand-crafted logo based on the pottery mark concept — shifting from geometry to human touch.
Color System
Primary Palette:
- Terracotta: #A15F4B
- Rich Soil: #2A2522
- Warm Cream: #F4F1ED
Accent Palette:
- Acacia Green: #6B8E23
