Nobody knew this amazing story.
Utilizing the relationships from a college service project in Nicaragua and partnering with Campus Auxiliary Services, SUNY Geneseo, and Finger lakes Coffee Roasters it became possible to bring direct trade coffee to sell on the SUNY Geneseo campus. As direct as you can get, from students meeting the farmers to drinking their coffee on campus in the US..
To tell the story we interviewed students, college professors, and the college communications department then developed the full story, a name, and brand to go around it. We told the story through press releases, social media, print ads, and point of sale designs. The very personal messaging helped build awareness and relationships between the coffee farmers, campus community, and the service project.
The name, logo, and colors in this new brand were kept simple to signify the natural and direct relationship. We used the frame approach to add as many of the personal photos as possible, putting students, farmers and families side by side highlighting the stories throughout every medium.
Creative and Art Direction, Design, Storytelling