Inspired by Ethiopia’s highlands and close ties to coffee farmers, Moyee Coffee’s rebranding emphasized quality and fair chain principles with the tagline “The Higher Ground.”
Moyee Coffee Ethiopia sought to reposition itself in the Ethiopian market, facing the challenge of showcasing its distinctive fair chain values and emphasizing the exceptional quality of its coffee. The objective was clear: a comprehensive strategic overhaul encompassing brand strategy, digital campaigns, and new web design to spotlight these key attributes.
Inspired by the Ethiopian highlands, where coffee attains unparalleled quality, the rebranding initiative centered on storytelling. Moyee Coffee Ethiopia’s close proximity to coffee farmers, steadfast dedication to fair chain principles, and exceptional coffee quality became focal points. The tagline “The Higher Ground” was crafted to encapsulate the brand’s elevated position in both quality and fair chain practices.
Moyee Coffee Ethiopia’s rebranding initiative achieved remarkable success, breathing new life into the brand and positioning it on “The Higher Ground.” The new identity portrayed Moyee as authentic and self-assured, emphasizing its unwavering commitment to fair chain practices and delivering exceptional coffee quality. The brand established a strong presence in the Ethiopian market, highlighting its unique connection to the highlands and solidifying its leadership in fair chain practices and coffee quality. Moyee Coffee Ethiopia now stands as a beacon of excellence, resonating deeply with consumers and carving out a unique place in the Ethiopian coffee landscape.
