Role
Art Direction
digital design
Merch design
Motion Design
SASA Coffee, an African-founded coffee brand rooted in the spirit of “Sasa,” meaning “now,” invites you to live in the moment while making a positive impact. Inspired by the resilience of East African communities, SASA partners directly with local farmers to source ethically grown, flavorful coffee beans. Every cup supports fair trade practices, empowers communities, and fosters meaningful connections.
When meeting with the client, I focused on understanding the importance of community and staying true to the founder’s vision, heritage, and commitment to ethically sourcing authentic East African coffee.
For the art direction, I incorporated warm tones with a chic, minimalist aesthetic to complement the bold colors, patterns, and empowering typography in the branding. The visual system balances simplicity. represented by dark brown and offwhite, with bold design elements, reinforcing the brand’s tagline, "Be in the Now." It aligns with the logo’s message to slow down and live in the moment.
