FITIAVANA
Malagasy Coffee
The idea:
Fitiavana is the Malagasy word for love, affection and tenderness. It describes a lasting bond between family, friends and community, the kind shown through what people do for each other. As someone who is part Malagasy, I wanted to design a minimalist coffee brand that carries that feeling and draws on the landscape of Madagascar.
The design:
Each blend has its own colour: dusty blue for the décaféiné, red for the espresso, and mustard with deep green for the édition spéciale. Hand-drawn Malagasy trees sit at the centre of each bag, and a starburst badge marks the coffee as certified Malagasy. A serif wordmark with small star details carries the tagline “Fait avec amour à Madagascar”, made with love in Madagascar. The copy is in French, one of Madagascar’s official languages, and covers the origin (Arabica grown on the plains of Ampefy), tasting notes, and a fair trade band along the base.
