Why Re imagine?
I’ve been going to Tomoka for more than ten years, and each visit brings back vivid memories, from the jump-start espressos to the business negotiations, meetings, and decisions made while standing “literally” on your feet. As I became more attached to the brand during those years, I also developed a pet peeve with the logo, specifically that the lion is underplayed.
In addition to being twice as old as I am, the Caffee Tomoka brand has a strong reputation. I’ve always thought that the Lion, with its grace and ability to carry on the legacy of the brand on branded visuals like signage and packaging, can be clearly seen.
The Concept
This Project is a design experiment that presents ideas for solutions that update the logo and later the other branded images while preserving the essence and symbolism of the originals.
The Re-imagination improves the appearance of the lion on print and the web while preserving aspects like the Letter K, the four coffee beans, color scheme, and radial logo-mark.
The ideas explore two possibilities: a seamless transition and a daring leap. Both concepts use a bolder orange a treatment on the current orange
The Current Logo
Established in 1953, in Addis Ababa – Ethiopia, Tomoca Coffee became the first roasting company in Ethiopia. The acronym TO.MO.CA is derived from the Italian words Torrefazione Café, which means modern coffee roasting. Approaching Such a pioneering brand can be intimidating but in the end it ensures a more meticulous design decisions… Particularly to keep as much of the essence of the current visual identity only making changes that improve visibility and versatility.
The current logo Features A circle with an inner circle connected with rays featuring a bold K with a roaring lion coming out of it and four coffee beans that feature shapes that form a typographic illustartion made from coffee beans on the letter-mark (the text part of a logo)
