Umutu Coffee Company is a Nigerian coffeehouse, the first of its kind in the country. The brand we designed is intended to inspire the birth of a social coffee culture similar to Starbucks‘ or Tim Hortons‘ in Nigeria’s, and especially the commercial city of Lagos‘, booming middle class. Its flagship store will be located in the departure area of a very busy airport terminal in Lagos with plans to expand a franchise to other airports and public spaces in Nigeria and hopefully all of Africa.
Our proposal aims to be iconic, with a sophisticated vibe that should be new but not too unfamiliar to the local market. We decided to stay away from the bright, stereotypical color palette commonly associated with Sub-Saharan Africa and instead went with eternally chic black and white. The monogram is almost everywhere, reassuring the consumer of the brand’s permanence, as well as its comfortable and energizing friendship.