Kiaterra is a specialty coffee brand that bridges authentic Indonesian farm culture with modern Western design aesthetics. The rebrand focuses on creating a premium, transparent, and trustworthy identity that highlights sustainable farming practices, artisanal quality, and cultural richness, all while presenting a clean and contemporary visual experience.
Project background
The Kiaterra rebranding project aimed to create a visual identity that communicates trust, authenticity, and elegance, while honoring the cultural heritage of the coffee’s origin. Sourcing 100% Arabica beans from the Gayo highlands in Sumatra, the brand emphasizes sustainability, ethical sourcing, and community empowerment.
The design direction integrates heritage and modernity, combining Batik-inspired motifs with minimalist layouts and clean visual structures. Symbolic elements, such as quarter circles representing farm light and coffee beans placed within the light, communicate prosperity, growth, and the journey of coffee from farm to cup. Transparency, honesty, and clarity guided every design decision, ensuring that the visual identity is both authentic and approachable.
The new Rebrand
The rebranded Kiaterra visual identity embraces cultural heritage, sustainability, and modern minimalism. The new packaging blends Acehnese and Batik-inspired patterns with a warm, grounded colour palette to reflect the farm-to-cup journey and artisanal care. Libre Baskerville and Montserrat create a refined typographic hierarchy, reinforcing authenticity and readability. Overall, the rebrand elevates the brand’s story, connecting premium quality, ethical sourcing, and cultural richness in a cohesive and visually appealing design.
visual story & symbolic elements
The visual narrative draws inspiration from Indonesian farmhouses, Batik patterns, and the natural farming environment, merging tradition with modern minimalism. Each packaging element tells a story: the quarter circle at the top corner symbolizes farm light, while the coffee bean positioned within the light represents the harvest and prosperity nurtured by sustainable practices.
By blending authentic cultural motifs with clean layouts, the design communicates honesty, transparency, and artisanal quality, inviting consumers to experience a connection with the farmers, the land, and the coffee itself. The aesthetic balances the warmth of heritage with the clarity of modern design, reflecting Kiaterra’s mission to bring premium Indonesian coffee to a global audience while honoring its origins and ethical values.
The moodboard captures a sense of authenticity, warmth, and cultural depth through imagery rooted in Indonesia’s coffee heritage. Featuring coffee beans, hand-picked coffee cherries, rustic farmhouses, and soft natural lighting, it reflects the intimate connection between the land and its growers. Complemented by visuals of coffee bean bags, modern coffee presentations, and contemporary cafés, the composition bridges tradition and modernity. The result is a visual language that conveys sustainability, simplicity, and a trustworthy elegance.
Libre Baskerville is used for titles, evoking heritage, warmth, and artisanal authenticity, while Montserrat is applied to body text for clean, modern readability. Together, they create a harmonious hierarchy that reflects the brand’s elegance, clarity, and connection to both cultural roots and contemporary lifestyle.
Colour theme
The colour palette is rooted in warm, natural tones that convey stability, trust, and refinement. A warm brown foundation represents the soil, symbolizing growth, support, and enduring strength. Complementary shades are subtle, balanced, and timeless, reflecting calmness, authenticity, and connection to nature. The palette avoids high-contrast or playful hues, instead evoking a sense of grounded elegance that aligns with Kiaterra’s sustainable and artisanal philosophy.
Design Implications
The label design for Kiaterra packaging emphasizes clarity, cultural authenticity, and premium presentation. By blending traditional Acehnese and Batik patterns with minimalist layouts, the design communicates both heritage and modern sophistication, appealing to consumers seeking quality and sustainability.
The warm, grounded colour palette reinforces the connection to the earth and sustainable farming practices, while typography ensures readability and conveys the brand’s elegance. The careful balance of cultural motifs and minimalism allows the packaging to stand out on shelves without feeling busy or overwhelming. Overall, the labels serve as a visual ambassador for Kiaterra, translating its values of transparency, artisanal quality, and ethical sourcing into a tangible and appealing consumer experience.
Conclusion
The Kiaterra rebranding successfully translates the brand’s commitment to sustainability, ethical sourcing, and cultural heritage into a cohesive visual identity. Through thoughtfully selected colours, typography, and patterns, the packaging communicates authenticity, elegance, and trust. The design not only highlights the unique quality of Indonesian Gayo coffee but also celebrates the people and traditions behind it. By merging modern minimalism with artisanal storytelling, Kiaterra presents a premium, approachable, and responsible coffee brand that connects meaningfully with consumers while honoring its origins.
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