PROJECT OVERVIEW
ARABIKA is a project born out of the collaboration of the Governments of Kenya and Italy. It is
funded by The Italian Agency for Development Cooperation (AICS). Its interventions target the
whole coffee supply chain by focusing on: The organizational and management aspects of the
producer cooperatives, A marketing component with a specific aim of improving the quality of
the final product. The aim is to improve access to more lucrative markets, both locally and
globally. The project is in line with the strategies of the national government and counties on the
development of the coffee value chain.
The counties within the project scope are: Bungoma, Nyeri, Machakos, Murang’a, Kiambu, Meru
and Embu.
Within these 7 counties, 21 cooperatives are represented by 30,000 to 40,000 farmers who will
benefit from the training and branding activities of the project. The project duration is 3 years:
2021 to 2024.
OBJECTIVE OF CONSULTANCY
The creation of 7 county coffee brands and 21 cooperatives labels (logos) for the beneficiaries
within the ARABIKA project for branding and visibility for both the local and international markets.
The 21 logos will be differentiated along the lines of distinctive characteristics & profiles and will be
inspired by designs done by representatives from the cooperative. The logo design will include
inspirations from the following:
• The geographical cultivation area (The 7 counties, including the 21 cooperatives)
• The organoleptic characteristics of the various coffees from the 21 cooperatives.
DELIVERABLES AND EXPECTED OUTPUTS
• To create for each of the county brands and cooperative logos:
o Visual identity, including logos, colour schemes and product designs in relation to
business cards, signage, email templates, product packaging, logo wear (for t-shirts,
aprons, caps, etc).
• Establish a clear identity and brand voice for each of the 21 cooperatives and counties of
origin, including the development of a multi-platform brand style guide and provide a colour
palette to provide for greater consistency going forward.
• Develop the brand’s identities by creating a motto, mission statement, slogans / taglines for
each of the counties.
• Determine and present innovative ways of product offering, packaging and branding.
ELIGIBILITY AND QUALIFICATIONS
• Experience in the creation of brand design of logos and mottos.
• Ability to produce original illustrations, iconography and a good understanding of
typography.
• Excellent proficiency with vector design tools.
• High level of organization in all aspects of the design process, from producing clean
vectors to the organization of your design files and maintaining consistency with
established style guides.
• Comfortable working remotely with a global team distributed across different time zones.
• Sufficient proficiency in English to be able to accurately present and receive feedback
on your work.
• Skills and competencies: graphic design, interface design, experience design and
ethical user research.
• At least 5 years of experience in brand development and/or consulting in market
promotion and brand development.
• Knowledge of the coffee sector in Kenya.
• Proven experience and showcase of examples in managing brand development in the
last 5 years.
• Sufficient technical expertise in relation to brand development and marketing of coffee.
• Track record of successful completion of similar assignments.
• Willingness and flexibility to work within the required deadline.
• Excellent communication and writing skills.
• Fluency in English (written and verbal).
How to apply:
• The applicant should submit a technical proposal indicating the work plan and project
timelines, including risk management and CVs of the team members.
• A financial proposal should also be submitted, clearly indicating the quoted amounts
with descriptions of activities.
These documents should be submitted to accelerator.kenya@e4impact.org no later than 7th
August 2024. The subject line should clearly read: ARABIKA – Formalization and registration of
logo and motto.