Elias and Sarina, a husband-and-wife team, founded Buunni Coffee in 2012 when they moved to New York from Ethiopia, the birthplace of coffee. Over ten years, the cafe and their coffee beans became local icons. During this time, the company grew from a beloved neighbourhood hub to a nationally-recognised coffee brand found in places such as Trader Joe’s and the MET store. They won numerous awards not only for their coffee but community engagement and were profiled by national media.

We created a new package design for Buunni coffee’s Azmari blend crafted exclusively for Trader Joe’s.

Buunni Coffee is an Ethiopian and Nepali immigrant-owned specialty coffee company launched when the founders moved to New York from the birthplace of coffee—Ethiopia. Originating in Ethiopia and roasted in New York, Buunni Coffee is a bridge between old and new homes, a company with an Ethiopian heart and a global soul.

Designing specifically for a crowded supermarket shelf, we were aware of the need for the packaging to stand out amidst contrasting and cluttered packaging. To direct attention, we focused specifically on the package telling a distinct story.

The Azmari blend is an ode to Ethiopia’s iconic wandering poet-travellers. The design took inspiration from rolling Ethiopian farmlands. The package traces the beans’ journey with the enchanting aroma of brewed coffee emanating from the iconic Ethiopian coffee pot called jebna. The aroma traverses far like the Azmari’s song to land in NYC. On the package, the landscape transforms into the intersecting streets of New York City, where cultures and people often commingle to create their own special chemistry.

The colouring for the package was done by Josefina Hernandez.