Imvelo is a luxury artisanal coffee brand. The goal of this project was to create a visual identity that communicates a brand that’s immersed in nature and celebrates Pan-Africanism as it offers the highest quality coffee and other consumer products. This is in the bid to position Imvelo as an artisanal brand on its journey to become the No 1 Pan-African coffee roaster in the world.
Coffee Mug + Logo Mockup
Imvelo Business Card Mockup
Being a luxury coffee brand that’s immersed in nature, the brand took a liking to the Praying Mantis for its role as a highly effective natural control agent against pests in coffee production. Thus, having a uniquely created insect eye front and centre in its brand image. Also, the luxurious script font for the logotype resonates with the premium, stylish and tasteful essence of the brand.
The logo mark is inspired by the interconnection of the brand with nature and the importance of nature’s insects to crops (coffee production) in non-harmful ways.
Therefore, the mark was created from the general form of the eyes of insects such as the mantis, ants, bees, et.c. The Mantis specifically is a crucial element of the brand (as you would see below in the coffee bag packaging design) that represents nature taking care of nature and delivering the best that nature can provide to mankind.
Finally, this mark is an easily recognisable mark that achieves its goal in depicting the eyes of an insect without any specification or reference to a particular insect. Thus, representing “the eyes of nature watching humans”.
“Daniels has done an exceptional job in defining the Imvelo brand. With a keen eye for detail and an impressive creative flair, they have crafted a visual identity that perfectly encapsulates our ethos. His designs are not only aesthetically pleasing but also highly functional, resonating well with our target audience. The ability to translate our vision into a tangible brand identity is commendable. We’re thrilled with his work and strongly believe it will play a crucial role in shaping Imvelo’s success.”
Art Direction
— Kizo Daniels
Creative Design
— Kizo Daniels
Year
— 2023
My goal is the success of your project, and thus I bring my “A-game” of empathy, creativity, passion and devotion to the table for your project or team.