He loves coffee. She loves Hawaii. Somehow, they made it work … yeah, it’s a struggle. Back in 2015, Vikram Singh and Melanie Korn left windy Chicago and took ownership of Pele Plantations, an organic, single-estate Kona coffee farm in South Kona on the Big Island of Hawaii. Their coffee business is built in part from beans grown right on that farm and as well as beans sourced from surrounding plantations. As Vikram is a true coffee aficionado, he’s made sure that 100% of the Pele brand is sourced from Kona. Translation: this is the real deal in the realm of some of the most sought out coffee on the market today..
Building on a 20-year company history, the legend of the Goddess Pele became a prominent figure in the brand. Additionally, Hawaii itself – its culture and traditions – became an important component in the brand story. We looked to Hawaiian culture for our cues, as well as the amazing flora that makes up the beauty of the Big Island, developing a radiant color palette and simple typography. Likewise, a series of tribal tattoo-inspired bands were assigned to each coffee blend. So much collateral! So much fun! In all, we developed a complete brand story that Vikram and Melanie will use to help Pele Plantations see another 20 years of amazing, delicious coffee.
Stationery Photographs by Alicja Colon