The Origins brand brief stated that the logo should not fall into the norm of coffee brands. The mark should be clear and distinctive. It should be a crisp geometric shape that has meaning and tells a story.

The brand It takes its meaning from the 15 steps from planting to drinking.
Planting I Harvesting & Picking I Sorting/Selecting I Pulping I Fermenting I Drying I Sorting I Milling I Grading/Cupping I Distributing I Roasting I Packagin I Grinding I Brewing I Drinking

Each segment is divided into four parts. These parts represent the time needed from planting to cup - 3 to 4 years. The logo builds from the outside in to create the letter ‘O’

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