Yockha Coffee is a Project that directly sources it’s coffee from Yemeni farmers and supports them through their coffee journey. Although Yemen has an important role when it comes to the discovery and cultivation of coffee. It is no longer a sought after commodity in Yemen and requires a lot of time and effort to maintain. With the current situation in Yemen Farmers cannot afford to sustain a living through coffee farming, farmers cant take that risk so they lean towards planting a stimulant drug called Qat as it is easier and more sought after. This Project supports Coffee farmers to take that risk. Majority of the proceeds go back to farmers. The aim to restore Yemen to its former glory as a globally renowned source of exquisite coffee and to make a dent into stabilising the economy. It was important for the brand to steer away from the pessimism/negativity everyone associates Yemen with because of the current situation. The brand identity had to portray a brighter and rewarding design that celebrates farmers quality of coffee and hard work.
[project proposal]
