In today’s global market, having a powerful brand presence is just as important as delivering a great product. For Moyee Coffee Ethiopia, this has always meant more than just beans in a bag—it’s about purpose, transparency, and redefining what fair trade can really mean. That’s why, when Sequa launched its SME Support Scheme to empower growth-oriented businesses, Globally Cool was proud to be commissioned to help Moyee Coffee Ethiopia strengthen its branding and digital presence for international expansion.
What followed was a dynamic, collaborative project—focused on brand strategy, digital marketing, and brand activation—that not only refined Moyee’s identity but also laid the groundwork for sustainable growth. Here’s a look at how it all came together.
A coffee company with a purpose
Founded in 2015, Moyee Coffee Ethiopia is the country’s first multinational coffee roasting company. Known for its impact@origin and FairChain model, Moyee is committed to generating 50% of value addition in the country of origin—Ethiopia. Operating from Addis Ababa and Legetafo, and four cafés in the capital, Moyee is not just roasting beans; it’s reshaping global trade narratives.
But with purpose comes responsibility: to communicate your brand clearly, reach the right audiences, and activate international markets. This is where the expertise of Globally Cool came in.
Where the journey began
In mid-2024, we kicked off our collaboration with the Moyee team through Zoom sessions and strategic workshops. The goal? To gain a deep understanding of their business operations, marketing challenges, growth ambitions, and current digital efforts. We conducted desk research and reviewed existing materials for both Moyee and its premium brand, Gora. Then, through over 15 structured sessions held between September 2024 and March 2025, we co-created a revised branding strategy, a comprehensive digital marketing plan, and a refreshed brand activation approach, all built around global best practices and localised insights.
From brand strategy to action
A revamped branding strategy
- Refined Moyee’s and Gora’s brand identities to resonate with global B2B and B2C audiences.
- Humanised the Gora brand, making it more relevant and story-driven.
- Rolled out the strategy through a new packaging design reflecting core values.
A comprehensive digital marketing plan
- Developed buyer personas and digital audience profiles
- Set SMART objectives and KPIs
- Designed a clear SEO & social media strategy (LinkedIn, Instagram)
- Created a content calendar and measurement framework
A new website with a strategic focus
- New UX design, CTAs, and product storytelling
- Instructional video and documentation for future updates
- SEO-optimised and multilingual-ready
Empowering the team
Throughout the process, the project empowered Moyee’s team with tools and knowledge to drive their strategy forward. Training sessions addressed:
- How to manage digital content in-house
- How to plan marketing campaigns using templates and calendars
- How to use analytics to measure success
One challenge was resource constraints—balancing daily operations with strategic implementation. We addressed this with practical templates, strategic prioritisation, and realistic next steps.
Why it matters
This project exemplifies the growing need for SMEs to:
- Position themselves clearly in competitive markets
- Use digital tools to connect with global partners
- Build in-house capacity for long-term marketing success
With its bold values and transparent sourcing model, Moyee is now digitally equipped to expand in Europe and beyond.
Whether you’re a mission-driven brand like Moyee, a government agency supporting SME growth, or a private company seeking digital transformation, Globally Cool is ready to support your journey. Contact us today to find out how we can help you build strategy, visibility, and global success.