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When building the brand concept for Uncommon we were inspired by the beautiful and fascinating coffee plant itself—in particular its roots and the soil's colour palette. We simplified the intricate and wide-spanning infrastructure of the roots in our design elements. The coffee roots are a nice metaphor for the community around coffee—in order for the coffee branch roots to penetrate deep into the ground, the soil must be high-quality with a good structure, just as the coffee industry must be supportive and sustainable in order for the farmers and their communities to flourish. The roots are interconnected and sprawl far down into the earth’s surface, not unlike Uncommon’s far-reaching community—from the producers to the consumers. Images by Elina Abdrakhmanova
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