Bourbon Coffee is a coffee brand out of Rwanda, and the first African retail coffee brand in the United States. We worked together to update the definition of the brand identity and its application to ensure that everything represents the origin country, Rwanda, in the best light—that is, as the origin of modern, progressive, and superbly cooperative people.
Please note: in order to help show the brand through the eyes of the consumers, most of the photos below are those posted on Instagram by real people visiting the stores who were inspired enough to photograph various brand elements.
One of the updates to the execution of the brand identity included creating patterned decals for store windows which would both represent the brand and catch the attention of people passing by in the street from a considerable distance.
Going from the very first to the very last interactions with the brand, the identity is carried out consistently through a disciplined use of color, pattern, layout, and typography. The same was repeated through various marketing materials and online touchpoints.
Store interiors were filled with various complementary brand elements. Portraits taken by the team in Rwanda were combined with written statements that represented the values of the brand and resonated with customers.
Various bold graphics were used throughout the stores and marketing materials in order to educate consumers about the origins of their coffee.