Brand Identity

Fiyeli

A beanless coffee born from the rugged lands of Ethiopia, Fiyeli is inspired by the origin story of coffee- the legend of Kaldi. In the 9th century, a young goat-herder named Kaldi was roaming the Ethiopian kingdom Kaffa when he noticed his goats unusually erratic and dancing with energy after eating some red berries off a shrub. Curious, he tried the fruit himself and experienced the same exhilaration. It was then that coffee was introduced to the world.

“Fiyeli” means “goat” in Amharic, the most widely spoken language in Ethiopia. The handwritten word mark pairs with the jumping goat illustration to capture the playful and wild nature of the goats in the legend of Kaldi.

I explored using abstract paint strokes to represent the rugged landscapes of Ethiopia. Using a black and white color palette felt dramatic and unexpected, allowing the texture and movement of the rough paint strokes to be the focus of the packaging. The true vibrancy of Ethiopia is brought to life through the immersive and adventurous storytelling of the brand.