THE CHALLENGE

When I firstly engaged with the BOS foundation, I was tasked to create a coffee beans brand that is clearly tied to the goodwill of the organisation yet appealing for the ever changing coffee market. Together we singled out the unique selling point of a coffee bean where 100% of the profit is dedicated to the rescue of Orangutans. To support the 100% profit mission, branding and packaging costs had to be kept to a minimum, so the branding was built to support itself completely even in a black & white system, and the symbolic orangutang silhouette from BOS Germany was used as the base for the total logo development to maintain a strong tie with the mother company.

After the successful launch of BOS Coffee, we moved the next steps in defining the "Forest Soul" campaign, where we created a line of merchandise and promotional material inspired by the Northern Soul rebellious music movement.

BRAND STORY

A venture intiated by the global foundation  “Borneo Orangutan Survival”, BOS Coffee, is an innovative “non profit” venture built on the ideal of transforming the conventional act of donating money, in a modern and committed non-profit entrepreneurship.

The idea is based on the vision of a “one for one” economy, a world where every day purchases, like a cup of coffee, can help fund non-profits. The principle is as simple as its name: for each item you purchase, one needed item is given away. But this simple transaction hides more than the basic concrete gesture of donating behind each purchase; it conceals the people effort and belief that everyday choices can and will improve the planet.

BOS Coffee sets off to make a real difference, transforming “mundanity” in impactful actions. And with the value of the equation being built around the amount of actions that can be transformed in contributions, it is clear how important is to define the right daily action that will be the trigger for change. And so it was that BOS hearts and minds landed on coffee.

BOS Coffee club is the invitation for today’s people to make better choices: the choice of a better life for Orangutan, the choice of a better world, the choice of a better future, the choice of a better self and obviously, the choice of a better coffee.