Thesis
Gender roles are culturally determined in Uganda and there is a pay gap between men and women. By creating a coffee brand that solely buys coffee beans from women-owned farms, the pay gap could be reduced.
Description
The Roots Café branding project is a celebration of Ugandan heritage and female empowerment, brought to life through its iconic logo featuring a strong and elegant African woman. Inspired by the rich traditions of Uganda and a commitment to modern sustainability, this project establishes a bold, approachable, and timeless visual identity that bridges cultural authenticity with contemporary design.
Concept
At the core of this branding is the seamless integration of the African woman logo, symbolizing empowerment and heritage, with clean, type-driven design. The visual identity combines the bold personality of Skia as the primary font with the readability of Lato for supporting text. This pairing highlights the brand’s commitment to blending tradition and modernity. The use of bark cloth-inspired textures and a soft pink accent adds warmth and elegance, reflecting the brand’s mission to support women while offering premium coffee experiences.
Key Deliverables
• Logo System:
The primary logo features an elegant silhouette of an African woman framed in a classic oval, complemented by bold typography. The design represents strength, tradition, and empowerment, aligning with the brand’s purpose.
• Typography:
The branding uses Skia as the primary font, chosen for its balance of modern simplicity and expressive personality. Lato is used as the secondary typeface for clarity in supporting text on packaging and collateral.
• Color Palette:
A refined palette of Bark Cloth Brown, Soft Pink, White, and Black reflects the earthy roots of Uganda while maintaining a modern and sophisticated appeal.
Approach
This project focuses on merging cultural authenticity with contemporary branding principles. The African woman logo acts as the centerpiece, symbolizing empowerment and tradition, while clean typography and structured layouts ensure the brand resonates with global audiences. The design incorporates Ugandan-inspired patterns, thoughtful use of color, and elegant typography to create a professional yet approachable identity.
Outcome
The Roots Café branding project successfully captures the essence of Ugandan culture while championing female empowerment. Through its striking logo, balanced typography, and rich color palette, the brand embodies purpose, quality, and authenticity. The result is a timeless identity that connects emotionally with customers, stands out in a competitive coffee market, and creates a meaningful impact for women farmers.
Logos
MOCKUPS
Brand Presentation
