Axum Coffee

BRAND IDENTITY + STRATEGY, PACKAGING DESIGN, PRINT DESIGN

Axum’s story reaches far beyond Winter Garden, FL. Axum is a city in Ethiopia of 45,000 people. There is no fresh water, inadequate medical care, 1000 orphans on the streets and 1000 beggars who are old, blind or physically impaired in some way. Most people walk over 5 miles each day to collect water from a reservoir. Axum’s goal is to bring fresh water to the city, enhance medical care, sponsor orphans, and help care for the old, the poor, and the blind. The dream began in 2005. Axum’s founders had been envisioning a gathering place for the community to do life together. Not just a place about the coffee, but rather a place to bring people in the community together around a cause. Because good coffee is better with good company. Axum was built on the framework of helping those in need: locally, nationally and internationally. The mission is to tangibly touch the lives of people in need: orphans, human trafficking victims, the poverty-stricken, etc. while creating a place that unites the local community around good coffee. Axum donates all its profits in hopes of changing the world…one cup of coffee at a time.

I designed a full brand identity system based on the model of Axum Coffee as a sample project. The project scope includes branding and icon design, brand strategy, messaging and tagline development, signage, and packaging design: flatware, to-go bags, coffee take-out cups and more.