National Geographic is known for its commitment to world exploration and conservation. Café Bom Dia is known for its commitment to the environment. These complementary concerns drew the two together to create a Fair Trade Certified™ coffee, with varieties sourced from Brazil, Ethiopia, Costa Rica, Colombia, Sumatra and Kenya. The single-origin specialty grade gourmet coffee is roasted at a carbon-neutral facility and emphasizes environmental and cultural sustainability.
National Geographic and Café Bom Dia brought in Interbrand to develop to develop a name and package design that are as compelling as the coffee itself – a name that conveys an adventurous spirit as well as environmental and cultural sustainability. A multi-functional team workshop generated a preferred creative concept, Journey, which Interbrand then applied to the naming and packaging design process.
The name Terra Firma was chosen for its global sound, overt reference to the earth, and fit with the Journey concept. Product packaging features a matte-finish brown bag with travel-inspired stamps identifying each coffee’s country of origin and the authenticity of the beans. The National Geographic client called Interbrand’s work “impressive,” and described the process as “an enjoyable and highly productive experience.”
Terra Firma™ began selling in May 2009 on www.NatGeoTerraFirmaCoffee.com and www.Amazon.com. The coffee has been scored as “outstanding” by the Specialty Coffee Association. National Geographic’s net proceeds from the coffee sales support vital exploration conservation research and education programs.
This is one brand that’s on solid ground.