Tiru Coffee imports rare, ultra-premium award-winning coffee from the Harrar, Sidamo, and Yirgacheffe regions in Ethiopia with cupping scores of 90+. They wanted to educate and inform their customers about Ethiopia’s coffee ceremony and the cultural significance behind it. Tiru Coffee reached out to Balefire to help them launch their new coffee brand and develop a subscription-based ecommerce platform.
We began by evaluating their most direct competition in the $28 billion US coffee market. We developed a full marketing plan for Tiru Coffee which clarified their target audience, their UVPs, and how we planned on promoting the brand by storytelling via social media. We planned out the design, development, and post-launch marketing timeline. Since the client was new to subscription ecommerce, we came up with order fulfillment processes for the in-house team to use.
We designed the brand around uniquely Ethiopian patterns with a unified aesthetic on packaging, website, social platforms, and digital ads. The logo (and brand) relied heavily on Ethiopia’s national colors: red, yellow, and green. For the labels, each region had a different color and African animal illustration. The brand design was applied to the website, social media, and digital ad campaigns.