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The Teff Company
Goal
The Teff Company wanted to boost their brand while paying homage to the Ethiopian roots of an ancient grain.
Services
Brand Strategy
Visual Identity
Packaging Design
eCommerce Website
Teff, a grain no bigger than a poppy seed, is densely packed with beneficial nutrients. Ethiopians and Eritreans have known this for thousands of years. As the Teff Company sought to breathe new life into their American-grown teff brand, they hoped to bring in some modernity while continuing to pay homage to Ethiopian tradition.
Messaging Strategy
Our goal was to tell the Teff Company story in a clear, concise, and compelling way. The key was to balance product history and relevance to the modern consumer. We did this by providing clear definitions of the grain and examples of how to use it in new and familiar recipes.
“In our approach to Teff’s messaging, we wanted anyone who picked up the package to get a sense of its cultural significance, as well as its usefulness in their own lives.”
Angela Larisch
Strategy Director
Logo Design
The Teff Company wanted a modernized version of their logo that didn’t sacrifice its original heritage. Our approach involved streamlining the lion iconography, incorporating a stylized geometric look, and adding some teff grain tail details to compliment the new packaging.
Packaging Design
The Teff Company’s new packaging was heavily inspired by Ethiopian textiles and traditional pattern design. We created a unique sun pattern using these motifs to celebrate the cultural connection while giving the brand an original look and feel.
From the Client
“The organization, communication, and creativity of Murmur's team was fantastic. They have a team of skilled listeners who were able to spin elements of our story into great design ideas. The website process was also smooth and painless. Murmur was always patient with us. There were a lot of moving parts on our side, but their team was always patient and helpful.”
Royd Carlson
Marketing & Agricultural Manager
Website Design
For the website design, we wanted to bring in a playful and colorful aesthetic using eye-catching patterns. We added beautiful icons, button hover effects, and engaging animations to add to the overall visual appeal. By utilizing WooCommerce as the eCommerce platform, we were able to balance visual elements and functionality for an enjoyable user experience.
