With our social business "Bean United" we have the mission to stop femur/ hunger by selling roasted coffee beans.
For every product (= 1kg of coffee beans) sold we donate 2,8€ to the "World Food Programme" of the United Nations; with this amount, 1 hungry child receives food for 1 week (it costs 0,4€ to feed 1 child for 1 day) = 1 FOR 1 APPROACH
Our target will be offices (mainly startups) and young, modern, hip adults. Therefore, the logo & brand shall be targeted to young, digital, fancy, modern people - not too much hipster, but going into that direction.
Our USP is (besides highest quality of coffee beans) the direct social impact = 1 FOR 1 APPROACH
We want to differentiate ourselves from traditional coffee brands. A good comparison would be a traditional beer brand vs. a craft beer brand - our brand/ logo should be comparable to craft beer.