Growing up in Ethiopia, sisters Ayana & Neburu Ali witnessed firsthand how climate change had affected coffee farmers. How could they create a coffee that tasted like home, without harming the environment and supply chain?

With the help of scientific innovation and ancient techniques, they landed on a natural, beanless coffee. Now they just needed to market it.

I went to work researching, ideating and thumbnailing out how to best encapsulate this coffee. The client wanted to emphasize how this coffee tastes just like the real thing, despite how it was made. It was almost as if the beans were a kind of magic, not unlike the ones from Jack & the Beanstalk…