Like French wine, Russian caviar, or Cuban cigars, shouldn’t we think about Ethiopia when it comes to coffee? The country has been indeed for long regarded as the birthplace of coffee.

It could look surprising, therefore, that up to this date Ethiopia had not followed and implemented an integrated strategy to brand its coffee internationally, if we did not know about the long dispute the government fought against Starbucks over the right to trademark Ethiopian coffee beans.

Having finally won the lawsuit in 2007, the Ethiopia government has decided to hire a branding agency to design and implement a whole new brand strategy and branding campaign for the national delicious coffee beans.

The campaign will leverage on the Starbucks experience by re-positioning the Ethiopian coffee within the luxury lifestyle so many consumers attempt to live out by drinking the Seattle chain’s coffee.

Ethiopian coffee new logo is characterized by the letter “E” shaped in the form of a coffee bean which stands over the name of the country most popular coffee varieties: Harar, Yirgacheffe or Sidamo. The logo is accompanied by the concise slogan “Ethiopia Fine Coffee”.