Design of the identity and packaging system for a new online based specialty coffee brand. SCAM, Specialty Coffee Addicted Monkeys.
A group of friends and coffee lovers from Milan. Nerdy about coffee, but a bit angry about the economical unfairness in the current coffee consumption supply chain, and also about the lack of public knowledge on the coffee industry. We wanted to build a community of well informed coffee lovers.
This is not just coffee. This is a specialty coffee brand that purchases the finest coffee beans from all over the world.
We are monkeys: monkeys are naughty, disobedient, persistent, obsessed, and so are we with coffee. We are not afraid of speaking the truth. We are all in for transparency, from the seeds to your cup, everything is registered, everything is shown. We make sure to outsource the world’s best coffee growers. We keep our standards sky-high, so ensuring fair trade is a way to keep things up.
Everything you thought you knew about coffee was a SCAM.
Scam has 5 high quality coffee variations, grown, cultivated and purchased from growers in Rwanda, Ethiopia, Uganda, Panama, and Colombia, which it needed to be in some way special due to its extremely high quality and price. All these countries have in common that each has at least one native primate specie.
5 countries, 5 monkeys, 5 coffee variations.
Golden Monkey from Rwanda, Gelada Monkey from Ethiopia, Mangabey Monkey from Uganda, Night Monkey from Panama, Titi Money from Colombia.
In collaboration with:
Ilaria Gasparo, David Pedroza, Silvia Vannini, and Alessia Cillari.
July 2024