A name that names the mission

coffee roasters and farmers, united

We Are Human (WAH) is a direct-to-consumer coffee business transforming coffee farming communities in Indonesia. By partnering closely with local farmers, WAH combines deep expertise in organic coffee farming with fair, transparent trade. They came to Saints Design after struggling to gain traction in business development, branding, and strategy — their values and vision were not clearly reflected in their brand, making it difficult to connect with customers and partners.

OVERVIEW

We Are Human partners with Indonesian coffee farmers on fair, transparent trade — the brand had to make that partnership unmistakable on the shelf.

Our approach

We worked closely with the WAH team through a focused branding workshop to uncover their unique purpose, values, and vision. That collaborative process shaped a new name and identity: We Are Human — coffee roasters and farmers, united. We crafted a logo and visual system that radiates warmth, authenticity, and connection; designed packaging that tells the farmers' stories and celebrates their craft; and defined clear messaging and positioning to align WAH's purpose with customers and the market.

“A name is only useful when it tells the truth — We Are Human does.”

WAH founding team

The solution

A brand that sounds like the people behind it. Packaging that tells the farmers' stories on the shelf. Strategic positioning that aligned WAH's purpose with the customers and partners who were ready to hear it — but hadn't yet found the brand.

The impact

Launched: coffee shop with growing revenue
Multi-island: expansion across Indonesia
Organic: customer and blogger advocates

Credits

Agency: Saints Design
Deliverables: Brand identity
Strategy
Packaging design
Year: 2026

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