The Coffee Coalition for Racial Equity
Bringing Accountability to Coffee
Community & Social Justice
Category
Services
Brand Strategy, Brand Creation, Web Design
Brand Purpose
The Coffee Coalition for Racial Equity (CCRE) is combating racial disparity between farmers and distributors in the coffee industry. They are on a mission to bring cultural history back into the business of coffee by working against the current industry of white distributors selling to white consumers. CCRE is committed to renewing the supply chain by putting the coffee bean plant back in the hands and the roots of who and where it comes from.
Project
To bring this mission into fruition, we worked with founder, Phyllis Johnson to create a brand identity and website that would capture the purpose and DNA of CCRE.
Strategy
We created a distinctive identity for this cause by using the coffee cherry as the foundation for CCRE’s visual brand identity.
The color gradient features shades that correspond to those of the cherry at varying levels of ripeness. We also used posters from civil rights era as inspiration for the brand’s bold block lettering.
Audience Needs
CCRE is speaking to the entire coffee industry but also specifically making space for other POC coffee leaders who want to be a part of change, dialogue and a collective to empower one another to do business differently for the liberation of the past and the future, together.
