Amar Coffee Company

Logo,Branding and Packaging

The story of Amar Coffee is one born of human kindness in response to human cruelty. Since 2002, thousands of girls who were abducted as slaves and child soldiers by the LRA in Northern Uganda have been returning home with their babies, suffering deep physical and psychological wounds, only to find they have been ostracized from their communities.

The Christian Counselling Fellowship (CCF) was formed to support child mothers and their children returning from captivity. To build finances, CCF acquired a plot of land to grow coffee, with the intention to harvest, roast and sell internationally, and that's when Amar Coffee was formed.

CCF required the logo and brand identity for Amar Coffee to be both delicate and raw to reflect the story behind the business venture. The brand needed to be a strong visual contender in an over-saturated coffee market, while representing its African heritage in an aesthetic and tasteful way. The logo and branding has been used for coffee packaging, stationery and marketing collateral.