Meet Wild Ass Coffee!
Meet Wild Ass Coffee
Wild Ass Coffee is a sustainable coffee brand founded by native Ethiopians Ayana and Neburu Ali, created in response to the environmental impact of conventional coffee farming.
The Brief
To develop a brand identity that communicates sustainability, honours nature, and connects emotionally with coffee lovers.
The Solution
The identity centres on a one-line logo inspired by the tail of the wild ass, symbolising circularity and environmental protection. This simple, distinctive mark reflects the brand’s commitment to sustainability while creating a memorable presence within the coffee 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.
