Moyee Ethiopia branding and digital marketing support
Under the SME Support Scheme, implemented by GIZ and Sequa, the project “Moyee Ethiopia branding and digital marketing support” was initiated to bolster the international market presence of Moyee Coffee Roasting PLC.
Moyee is Ethiopia’s first multinational coffee roaster and champions a unique end-to-end value chain model called “impact@origin” and the FairChain strategy. Globally Cool was commissioned to support Moyee and the sub-brand Gora with branding and digital marketing enhancement, helping them solidify their online identity and reach.
Year
2024 – 2025
Country
EthiopiaType of activity
- Branding and Promotion
- Digital Marketing
- Strategy Development
Activities
- Conducting consultations and desk research to assess current branding and digital marketing practices for the Moyee and Gora brands, identifying gaps and opportunities.
- Organising over 15 training and working sessions between September 2024 and March 2025 to co-develop a comprehensive branding strategy and digital marketing framework.
- Developing a revised branding strategy for both Moyee and Gora brands, including a more humanised identity for Gora.
- Designing new packaging for the Gora brand, reflecting the refined identity.
- Assessing the website and social media presence, producing a detailed checklist and tailored improvement recommendations.
- Crafting a detailed digital marketing plan, including a keyword strategy, content calendar guidelines, and SEO/SEA roadmap.
- Revamping the Moyee website with better navigation, brand representation, and product display, and created an installer version for future local updates.
- Producing a how-to video guide for content management to ensure local team autonomy.
Results
- A revised branding strategy now clearly defines brand positioning per target audience (B2B/B2C) and per market.
- The Gora brand was revitalised with a human-centric identity and new packaging.
- A detailed digital marketing plan was finalised to guide content strategy, SEO, and social media efforts.
- A revamped website co-created with Moyee now serves as a stronger platform for international engagement.
- Moyee’s team gained the knowledge and tools to continue digital marketing efforts independently, with guidelines and instructional support in place.