Brand Strategy Grounded in Culture and Purpose

At the heart of Jebena Co was a mission to celebrate the heritage of East African coffee - not just as a product, but as a cultural ritual rooted in community and pride. Through stakeholder discovery and strategic positioning exercises, I defined a brand essence grounded in authenticity, warmth, and shared tradition. This foundation guided all creative development and future expansion, ensuring the brand remained deeply connected to its origins while primed for global relevance.

Naming a Brand with Heart and Heritage

The name ‘Jebena Co’ pays homage to the traditional Ethiopian coffee pot used in ceremonial brewing, instantly anchoring the brand in cultural authenticity. It’s a name that feels familiar, meaningful, and highly ownable in a crowded market - offering a sense of provenance and soul from first glance.

Creative Direction and Strategic Brand Storytelling

With a clear strategy in place, I led the creative direction to translate Jebena Co’s narrative into a distinctive visual identity. We brought the East African coffee story to life through refined typography, a warm, earthy palette, and a tactile brand system. Most notably, we introduced bespoke illustrations inspired by the legend of Kaldi - the Ethiopian goat herder said to have discovered coffee - which added depth and humanity across packaging, digital, and in-store touchpoints. This storytelling lens helped position Jebena Co not just as a coffee brand, but as a cultural ambassador with real heart.

Jebena Co has since launched as a premium coffee brand with a bold mission and a rich narrative - ready for growth, partnerships, and impact in both local and international markets.