Meet Wild Ass Coffee!
The Brief
Wild Ass Coffee was founded by native Ethiopians Ayana & Neburu Ali with a mission to protect the planet while offering a coffee experience that feels like home. Having grown up witnessing the devastating effects of climate change on coffee farmers, Ayana & Neburu were driven to create a sustainable alternative to traditional coffee, which has become the 5th most polluting crop globally. The challenge was to develop a brand identity that captures their mission of sustainability and honours the natural world, while still resonating with coffee lovers.
The Solution
In response to the brief, I crafted a brand identity that visually represents the core values of Wild Ass Coffee. The logo design was inspired by the tail of the wild ass, symbolising the brand’s connection to nature and the species they aim to protect. The use of a one-line drawing technique in the logo serves as a visual metaphor for the circularity of sustainability, emphasising the continuous, closed-loop process that underpins their mission. This approach not only aligns with the brand's eco-conscious values but also creates a distinctive and memorable visual identity that sets Wild Ass Coffee apart in the market.
It is estimated that for every kilogram of coffee produced, approximately 2.5 kilograms of carbon dioxide are released into the atmosphere.
As traditional coffee production faces challenges from climate change, beanless coffee alternatives offer a more resilient option that can thrive in various conditions, reducing dependency on traditional coffee bean crops.
Beanless coffee is crafted from farm-sourced superfoods and up-cycled ingredients like sunflower seeds, date seeds, and lemon.
In some of the logo rollouts, I used a canvas-like texture to evoke the hessian bags used for coffee bean storage, honouring the industries origins while also looking to the future.
I wanted to juxtapose a chunky sans serif font that didn't shy away from the name with an illustrative logo that emphasised the playfulness of the brand.
The name "Wild Ass" was chosen as a nod to the native animal of Ethiopia, symbolising the brand's deep connection to nature and its commitment to protecting endangered species. This name also serves as a subversive statement against the norm of buying beanless coffee, challenging consumers to rethink their choices.
