- Client
- We Are Human
- Sector
- Community Impact & Social Enterprise
- Location
- Indonesia
- Audience
- Coffee drinkers & wholesale partners
- Year
- 2026
- Role
- Brand Strategy
- Brand Identity
- Packaging Design
- Art Direction
- Visual System
We Are Human
A name that names the mission
More Than Fairtrade
We Are Human (WAH) is a direct-to-consumer coffee business transforming coffee farming communities in Indonesia. By partnering closely with local farmers, WAH combines deep expertise in organic coffee farming with fair, transparent and direct trade.
They came to Saints Design after struggling to gain traction in business development, branding, and strategy — their values and vision were not clearly reflected in their brand, making it difficult to connect with customers and partners.
The brand in hand — warmth and authenticity held in print before it reaches any shelf.
Our approach
We worked closely with the WAH team through a focused branding workshop to uncover their unique purpose, values, and vision. That collaborative process shaped a new name and identity: We Are Human — coffee roasters and farmers, united.
We crafted a logo and visual system that radiates warmth, authenticity, and connection; designed packaging that tells the farmers' stories and celebrates their craft; and defined clear messaging and positioning to align WAH's purpose with customers and the market.
The brand world — mark, texture, and temperature. The identity in three moves.
From farm to roast — the journey told in three frames, one continuous voice.
“A name is only useful when it tells the truth — We Are Human does.”
The system on the shelf — packaging that carries the farmers' stories to every customer who picks it up.
The solution
A brand that sounds like the people behind it. Packaging that tells the farmers' stories on the shelf. Strategic positioning that aligned WAH's purpose with the customers and partners who were ready to hear it — but hadn't yet found the brand.
From shelf to ritual — the system at rest, in hand, on the shop floor.
The impact
- Launched
- coffee shop with growing revenue
- Multi-island
- expansion across Indonesia
- Organic
- customer and blogger advocates
Credits
- Agency
- Saints Design
- Deliverables
- Brand identityStrategyPackaging design
- Year
- 2026