When SASA Coffee’s founder approached me, he had a vision—to bring the rich, untold story of East African coffee to Los Angeles. Not just as another brew, but as an experience. A celebration of heritage, ethics, and the art of slowing down in a fast-paced world.

Teaming up with Allergy Studio, we brought this vision to life through raw, authentic storytelling. We shifted focus from polished perfection to the real heart of SASA: the farmers, the land, and the craft. African heritage inspired the logo and patterns, and symmetrical and modern design, striking the perfect balance between culture and commercial appeal.