Crafting a Growing Coffee Brand

Jubala and New Kind craft a brand identity that prepares the coffee shop for expansion

Background

Jubala is a coffee company dedicated to the craft and the people involved in the entire coffee-making process—from crop to cup.

Tracing its roots back to 2000, the idea for Jubala was born after Andrew Cash, the store’s founder, visited a coffee farming village in Kenya. Andrew was inspired by the farmers’ dedication to their land and the strong sense of community surrounding the harvest. After returning to his hometown of Raleigh, he wanted to create that same sense of community over coffee. He opened Jubala—a coffee shop where people could relax, connect, and celebrate. The name “Jubala” comes from the word the Kenyan coffee farmers used to describe the celebration after the yearly coffee harvest.

With one location already in North Raleigh, Jubala wanted to expand to downtown Raleigh. New Kind helped the coffee company reinvent its visual identity and weave its brand essence into the new location.

 

Seeing possibilities

We saw opportunities to highlight the Jubala story and help position the brand for national recognition through visual design.

A vibrant community already existed around Jubala, and we didn’t want to reinvent the brand in a way that felt like a departure. To kick off the visual redesign process, we surveyed Jubala’s internal and external communities to better understand current perceptions of the Jubala brand. We also conducted visual research into the landscape of national coffee companies to discover other brands that inspired us. Our goal was to create a shared vision for the brand’s new look and feel.

Choosing pathways

Working with the Jubala team, we identified concepts from the research and the founding story and used them to craft a narrative that captures Jubala’s purpose. We found that the concept of celebration is central to the experience that the Jubala team strives to create every day in their store. That idea served as a key pillar of inspiration behind the new visual identity.

We were specifically drawn to the story of a farmer who Andrew met while in Kenya: Above the entrance to his home, the farmer built a triangle out of sticks and twigs. He said it reminded him to look up at the end of every day, to give thanks, and to remember that every day is a triumph.

That farmer’s simple reminder inspired the new Jubala logo, suggesting that Jubala is a place to celebrate and appreciate the pleasures of life.

Bringing the Brand to Life

Product Space and Design

We brought the new identity to life by customizing elements in the new space, including espresso cups and saucers, coffee mugs, menus, espresso machines, and door signage. Each touchpoint is a symbol of celebration, with vibrant colors and the symbol of the triangle woven throughout each piece. For a more in depth look at the Jubala branding process, listen and watch our visual podcast.

The road ahead

The Jubala story is inspired by a singular farmer and a culture from across the world. Yet the essence of celebration and triumph are universal. The qualities that made such a profound impact on the Jubala founder come through every Jubala experience in their new space. The brand is prepared for an exciting future as the Jubala team continues to share their passion for coffee with their growing community.

Contact

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New Kind is a branding agency for organizations that are inventing or reinventing themselves

105 Brooks Ave. Raleigh, NC 27607
(919) 807-1785
hello@newkind.com

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