☕ KENYA COFFEE SCHOOL – BRAND IDENTITY FRAMEWORK
1. Brand Essence
Empowering Kenya’s coffee generation through knowledge, skills, and heritage.
(Where coffee meets culture, education, and opportunity.)
2. Core Purpose (Mission)
To democratize coffee education by providing accessible, high-quality, and inclusive training that uplifts farmers, baristas, and communities — ensuring Kenyan coffee excellence is recognized, valued, and sustained globally.
3. Vision
To make Kenya the world’s center of coffee knowledge, professionalism, and sustainability — led by a generation of skilled, proud, and innovative coffee people.
4. Brand Promise
“Learn coffee, live coffee, and change your world.”
KCS promises to deliver transformative coffee education — practical, global-standard, and rooted in Kenyan identity — that leads to real livelihoods, global opportunities, and community impact.
5. Values
| Value | Description |
|---|---|
| Authenticity | Proudly Kenyan, preserving the heritage and story of our coffee. |
| Excellence | Delivering world-class training and industry standards. |
| Inclusivity | Empowering all — youth, women, and marginalized communities. |
| Sustainability | Promoting responsible coffee practices from farm to cup. |
| Innovation | Blending modern techniques with tradition for the future of coffee. |
| Integrity | Building trust, transparency, and fairness in education and trade. |
6. Brand Personality
- Professional – credible, certified, industry-aligned
- Warm & Human – friendly, approachable, passionate
- Empowering – giving people a voice and a skill
- Innovative – modern, tech-driven, forward-looking
- Proudly Kenyan – rooted in community, culture, and coffee identity
7. Brand Positioning Statement
For coffee enthusiasts, farmers, and aspiring professionals in Africa and beyond,
Kenya Coffee School is the most trusted and inclusive institution for coffee education and certification — combining global standards with Kenya’s rich coffee culture — to create skilled professionals and sustainable livelihoods.
8. Tagline Options
- “Where Kenya learns coffee.”
- “Brewing skills. Changing lives.”
- “From farm to cup, we educate.”
- “Empowering the next coffee generation.”
- “Learn coffee, live coffee.”
9. Visual Identity Direction
(for your designers and materials)
- Color palette: Rich coffee browns, cream whites, deep greens (nature/sustainability), gold accents (heritage and quality).
- Typography: Strong serif + clean sans-serif (balance tradition and modernity).
- Logo style: Symbolic of a coffee bean, open book, or cup – representing learning, warmth, and coffee heritage.
- Tone: Uplifting, confident, grounded in community stories and progress.
10. Brand Narrative
Kenya Coffee School was born from a vision to bridge the gap between coffee farms and the global coffee industry.
For over a decade, we have trained baristas, roasters, and farmers — transforming coffee from a crop into a career.
Through initiatives like Barista Mtaani, we take education to the streets, empowering youth in local neighborhoods.
Through GOOD for Trade, we champion ethical, traceable, and farmer-centered value chains.At Kenya Coffee School, every cup brewed represents opportunity, heritage, and the future of sustainable coffee.