Jacoma: A Fresh Identity Rooted in Historic Coffee Culture

Jamoca: A Fresh Identity Rooted in Coffee Culture
Locations: UAE
Concept: Blending modern design with coffee’s African origins

Vision
Jamoca is an up-coming brand on a mission to become recognised in the world of coffee with an initial focus in the EMEA region. The goal? To earn a spot in every coffee lover’s daily ritual and grow into a globally recognised brand.

Visual Identity
Inspiration: Coffee’s origins trace back to Africa, and that’s where our design journey began. We drew inspiration from coffee trees, their leaves and fruits, and traditional African culture and cultivation processes — especially the hardworking and skilled men and women behind the difficult harvest. These ideas were reimagined through clean, flat illustrations to feel fresh, modern and visually bold.

Emotional Tone: The identity is designed to feel honest and grounded — highlighting the purity of the product and building a genuine connection with the audience.

Context & Culture
Patterns & Symbols: We focused on the everyday reality of coffee farming — the soil, the trees, and the hands that pick each fruit. These elements were simplified and stylised so they feel familiar at first glance, even across different cultures.

Colour Palette:
Our colours are drawn from nature and tied to product categories:
• Red for coffee-based products (inspired by ripe coffee cherries)
• Yellow for cocoa-based drinks (taken from cocoa shells)
• Green for herbal teas and infusions (inspired by masala leaves)

Logo Design
• Symbol: A stylised coffee leaf, repeated to form a symmetrical, eye-catching mark that’s easy to remember
• Typography: A custom wordmark with soft curves and sharp edges — striking the right balance between modern and distinctive

Brand Rollout
Jamoca’s identity flows consistently across all touchpoints:
packaging (beans, sachets, capsules, gift boxes), social media, and the website.