CLIENTBranding

Niani Café

Complete identity for a Guinean roastery, from logo to packaging.

15s product film — signature 'True taste needs no decor.', French voiceover

Client: Niani Café — Artisanal Roastery
Year: 2026
Services: Brand Strategy · Visual Identity · Packaging Design · Art Direction · Point of Sale Materials · Social Media Templates

Context

Artisanal roastery founded in Conakry, sourcing from producer cooperatives in Fouta-Djalon. Distributed in supermarkets, Kaloum cafes, and direct sales. Objective: move from a bulk-sold product to a recognized premium brand.

Challenge

Niani Café roasted excellent Arabica from Fouta-Djalon but sold it in plain bags, without a clear name or visual signature. On Conakry supermarket shelves, the brand was indistinguishable from imported coffees sold 40% cheaper. The owner also rejected the expected folkloric imagery often found on 'African terroir' products.

Approach

We built an identity system based on the meeting of a coffee bean and a custom-designed Manding-inspired geometric pattern. The palette — deep brown, terracotta, sand, gold — positions the brand as premium without caricature. The system includes a main logo, a monogram for stamping, a horizontal lockup, and an enriched patterned version for packaging.

Results

A complete and documented identity: four-variant logo system, color and typographic guidelines, 250g packaging range in two levels (standard and premium), point-of-sale poster, and Instagram templates for autonomous use by the team.