☕ BARISTA MTAANI – BRAND IDENTITY FRAMEWORK
1. Brand Essence
Coffee. Community. Change.
Empowering youth through coffee skills, creativity, and entrepreneurship — from the streets (mtaani) to the world.
2. Core Purpose (Mission)
To create opportunities for young people in local neighborhoods (mtaani) through accessible coffee education, barista training, and entrepreneurship — turning talent into livelihoods and communities into coffee hubs.
3. Vision
To make every Kenyan neighborhood a coffee-powered community — where youth thrive, culture connects, and coffee becomes a catalyst for social change.
4. Brand Promise
“Brewing opportunities in every neighborhood.”
Barista Mtaani promises to equip youth with practical barista, hospitality, and business skills, while promoting creativity, local consumption, and pride in Kenyan coffee.
5. Values
| Value | Description |
|---|---|
| Empowerment | Giving youth real skills, hope, and jobs through coffee. |
| Creativity | Encouraging art, music, and innovation around coffee culture. |
| Community | Building local pride and connection through coffee spaces. |
| Authenticity | Celebrating real people, real stories, real coffee. |
| Opportunity | Turning street energy into sustainable livelihoods. |
| Sustainability | Supporting ethical coffee, circular economy, and inclusion. |
6. Brand Personality
- Youthful & Energetic – street-smart, fresh, creative
- Authentic & Relatable – connects with real lives and culture
- Empowering & Inspirational – shows success stories of change
- Community-Oriented – local impact with global standards
- Positive & Uplifting – uses art, music, and coffee to inspire
7. Brand Positioning Statement
For the youth in Kenya’s neighborhoods seeking skills, identity, and opportunity,
Barista Mtaani is a movement that transforms coffee into a tool for empowerment and community growth — offering accessible training, mentorship, and local coffee culture that creates jobs and inspires pride.
8. Tagline Options
- “Brewing Opportunities.”
- “Coffee. Community. Change.”
- “From Mtaani to the World.”
- “Empowered by Coffee.”
- “Where Youth and Coffee Meet.”
9. Visual Identity Direction
(Complementary to Kenya Coffee School but more urban and expressive)
- Color Palette: Earthy coffee browns + energetic orange or yellow + soft cream/black (contrast of street & coffee culture).
- Typography: Bold, youthful sans-serif fonts — approachable, modern.
- Logo Ideas: Coffee cup fused with a rising sun, or street graffiti-style steam lines forming “BM” or a coffee bean.
- Visual Style: Photos of youth, music, graffiti art, cafes, barista action shots, and storytelling through human faces.
- Tone of Voice: Streetwise, hopeful, community-powered, real, and fun.
10. Brand Narrative
Barista Mtaani started as a movement to take coffee education beyond classrooms — into neighborhoods, markets, and youth centers.
It is powered by Kenya Coffee School and aligned with GOOD Trade Certification, ensuring that every cup tells a story of skill, sustainability, and opportunity.In Mtaani, coffee is more than a drink — it’s a lifestyle, a skill, a job, and a way to belong.
Through pop-up cafés, youth training, barista competitions, and art collaborations, Barista Mtaani connects passion with purpose — proving that Kenya’s youth can brew their own future.