Flax coffee came to us to help them introduce America to Ethiopia’s other traditional hot beverage: telba, brewed from roasted flaxseed. They had already formulated the perfect hybrid blend of coffee and flax, but they needed to bring the meaning of telba to health conscious consumers in the American marketplace.
We created a unique brand for this premium health and wellness product line. Brand positioning, brand identity, package design, and a refreshed website rounded out a beautiful branding package in the CPG segment.
The brand played with several conceptual elements: health and wellness, traditional Ethiopian culture, and sustainable production.
We crafted a character for the brand, a woman named Telba, whose image could be carried across communications to humanize the brand experience. In the logo, she is framed within the shape of a flax flower.
The packaging uses bright colors set against black, a unique combination in the coffee sector. A variety of colors delineates their different product offerings, from straight coffee to flax/coffee blends. The illustrated flax flower on the bag gives the brand a natural, delicate look.