Mr. Minister is an independent Indonesian specialty coffee brand, owning their own farm to craft and roast their own specialty range of beans.
The brief was to create a unique brand for the Indonesian specialty coffee scene using limited Indonesian symbolism, with a main focus towards the coffee beans and a duo tone colour pallet. Leading with Mr. Minister as the name provided a mood of seriousness and upper class. Leaning into the coffee nerd/coffee snob identity, utilising Indonesia's pigeon population to convey the brand's snobby nature through photographic imagery.
A playful tone of voice is used on promotional merchandise to engage with coffee snobs in a friendly banter liken nature that is often used between baristas. The brand focuses on being proud of their coffee snobiness as a way of establishing their care for the quality of their beans.
