Malkia

Branding

Client

Personal project

Agency

[speck Work]

Services Provided

Branding / Logo / Visual Identity / 3D viz

Team

Francisco Cunha

©2023 /All Rights Reserved /
Rights belong to the mentioned company, brand, agency and/or persons involved in the creative process
>in different extents according to portuguese and international laws.
Can't be used without permission.

Meet Malkia - a brand steeped in reverence for the incredible women of Africa and the remarkable coffee that springs from its fertile Swahili-speaking regions.

Birthed in landscapes enriched by optimal soils and climatic conditions, our coffee is a testament to the land from which it hails. Rooted in rich African heritage, the name Malkia, meaning "queen" in Swahili, pays tribute to the indomitable spirit, strength, and grace of African women.

It's more than a brand; it's a celebration of queens, of heritage, and of the extraordinary journey from African soil to your cup. Welcome to Malkia, where every sip is a salute to our roots.

Logo, Shape and Colors.

Our logo, crafted in lustrous gold against a deep, rich black, embodies the elegance and premium quality that defines us. This color scheme - the gold signifying opulence, and black denoting strength and mystery - adorns our generic touchpoints and blends, creating a visually compelling narrative of luxury and depth.

Femininity at its core.

At Malkia, our visual design elements are as unique and thoughtful as the coffee we curate. Rendered in a hand-drawn style, these elements strike a harmonious balance between the fluidity of creativity and the precision of a consistent pattern. At the heart of this intricate dance of designs lies a seed or petal-shaped motif, a symbolic nod to femininity and fertility - the essence of Malkia.

These designs are not just decorative; they are adaptive, ever-evolving to mirror the distinct origins of our coffee. As each coffee tells a different tale, so do our patterns; morphing, blooming, and adapting to reflect the unique narrative of each coffee's journey.

Through this versatile design approach, every Malkia product tells its own visual story, beautifully encapsulating its roots while maintaining the overarching identity of the Malkia brand. In this way, we've woven the spirit of Malkia into every detail - where each pattern, each shape, each flourish, is a testament to our origin, our journey, and our unwavering commitment to quality and authenticity.

Twenty to thirty percent of African coffee farms are owned by women,

And women contribute seventy percent of the total labor in the global coffee farming industry.

International Coffee Organization

Women in Africa Business

27 percent of women in Africa start a business, the highest rate in the world* 62 percent of economic goods are produced by women who make up half of Africa's population, but only 8.5% are wage-earners. 1st place. In just a few years, Africa has become the leading continent for women's entrepreneurship** 34 percent higher performance when women are in leadership positions, according to Roland Berger's 2016 study ``New Deal, New Game for Women in Africa``

*Source : GEM women entrepreneurship report 2017
**Source : GEM women entrepreneurship report 2017 - Women in Africa - Iniciative

Colors and materials.

Malkia's narrative is as diverse as the origins of our coffee beans. For our origin-specific products, we chose to celebrate the spirit of each country by adapting the logo to reflect a significant color from its flag or national colors. This transformation creates a vibrant, color-coded world of Malkia coffee experiences, each capturing the essence of its origin. On our takeaway products, the logo elegantly mirrors the shade of the beverage within, deepening or lightening in harmony with the coffee it represents. This subtle mimicry extends even to our range of complementary treats, where the logo assumes the color of the product it adorns, like vanilla or lemon biscuits, against a contrasting black background.

Our choice of materials echoes this dedication to premium quality. From the texture of our packaging to the feel of our cups, we carefully select high-quality materials that enhance the sensory experience of enjoying a Malkia coffee. Each element of our visual identity, from colors to materials, is a testament to our commitment to offering an unparalleled coffee experience - a symphony of taste, tradition, and luxury. This is Malkia, where every sip is a journey, and every journey is unforgettable.

Embodying Malkia Experience.

A network of Malkia stores and kiosks serves as tangible touchpoints of our brand experience, embodying the essence, values, and the vibrant energy of Malkia. Each physical space is carefully crafted to mirror the aesthetics and ethos of our brand - a warm haven where the rich heritage of African lands meets the contemporary sophistication of premium coffee culture.

The ambiance resonates with the earthy tones and rhythmic patterns characteristic of our visual identity, providing a sensory immersion into the world of Malkia. Our stores and kiosks are more than just places to buy coffee; they are social hubs where customers can engage with our brand, savor the exceptional quality of our products, and embrace the joy and camaraderie that defines the African spirit.

These physical spaces not only enhance brand visibility but also foster a sense of community, creating a welcoming environment where every customer feels part of the Malkia family. By embodying our brand values in every detail, from the design of our spaces to the warmth of our service, our network of stores and kiosks play a crucial role in deepening our relationship with our customers, nurturing brand loyalty, and promoting the Malkia experience.

Joyful African Essence

Brand Ambassadors and Photographic style.

The faces of Malkia are as radiant as the African sun, mirroring the vibrancy of the continent and its people. Our Brand Ambassadors are African women, chosen for their vivacity, their joy, their embodiment of the Malkia spirit. Whether savouring a cup of our exquisite coffee, or caught in a moment of infectious laughter, they radiate the warmth and vitality that define our brand. Their authenticity is captured through the lens of high-quality, professional photography, offering glimpses of their lives, their experiences, their stories.

The style of the photographs traverses the spectrum of African fashion, from traditional attire that harks back to our roots, to street fashion that speaks to the modern African woman. Regardless of the style, the palette is invariably warm, reflecting the rich, earthy tones of the African landscape and its sunsets, while simultaneously mirroring the depth and richness of Malkia coffee

Our photographic style is more than just a visual strategy; it's a celebration of African womanhood, a tribute to the queen within every woman. Each image is a snapshot of joy, strength, and elegance - a visual symphony that serenades the spirit of Malkia.