Koa – taste your impact
A high-value food waste reduction ingredient, that impacts the cocoa value chain – made possible by small-scale farmers in rural West Africa. Together with a Swiss-Ghanaian team, they directly influence the perception of product values in food industries to scale up niche markets.
In search of an identity
The previous brand was named after a raw material – cocoa. With the company moving in new directions, a re-branding was required to ensure possible product enhancements and diversifications. A trademark that furthermore can be protected in any market becomes extraordinarily important.
A new brand name is born
The most authentic future-proof strategies are often rooted in respect for the past and heritage. Combining those two factors, Twi – the most widely spoken language in Ghana – becomes the brands' name starting point. Koa as an abstract form of Kookoo and a combination of its translation Cocoa becomes strong, clear, meaning- and powerful.
Design Concept
To emphasize the adaption of the origin, Ghanaian patterns emerge from the logotype, which is embedded locally and culturally as a fabric called Kente. These elements evolve into key visuals that reflect the origin, positivity, and diversity of the brand. The result is visually memorable elements with a high recognition value, whose reduction remain stigmatic-free. Contrasting colours strengthen the connection to Ghana but also reflect the power and joy behind the product and its people.
