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Coffee. No, not the consumable, as we commonly refer to it, but the plant that feeds farmers all over the world and protects them from harmful and violent industries. The plant, that is both complex and vulnerable, reflecting life and society. To emphasise this connection, the core of Uncommon’s branding focuses on the ‘unseen’ - the complexity of the mechanisms hidden underground, the roots and nutritious soil on which coffee grows. On top of the ‘unseen,’ we looked at the ‘overlooked,’ which is the complex social environment in which coffee farmers live, as well as the sustainability programmes that protect them from such hazardous environments. Coffee roots are a metaphor for the coffee community—in order for coffee branch roots to penetrate deep into the ground, the soil must be high-quality and well-structured, just as the coffee industry must be supportive and sustainable in order for farmers and communities to thrive. We believe that brands like uncommon are at the heart of a grass-roots effort to change the industry by raising consumer awareness and directly improving various stages of the supply chain, thereby having a direct positive impact on environmental and socioeconomic challenges. Trashure Studio assists Uncommon in raising awareness and ensuring that they operate in a sustainable and socially responsible manner. We accomplish this by sourcing the appropriate packaging material, assisting them in reducing waste by implementing efficient omnichannel sales and production processes, and visualising the product’s backstory.
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