Joven | Logo, Illustration & Package Design | Solo
Your coffee dependency’s future could be in Gen Z’s hands.
Joven is a cause-based coffee line developed by the world’s youngest Q-grader to support young farmers.
Background
The coffee industry has a problem. The typical age of a coffee farmer is 55 or older, and we are facing a severe talent shortage in the near future. Most young people are uninterested in coffee farming because they view it as a low-income option.
Tim Volkema’s (Schuil, Sparrows) daughter Frankie is the world’s youngest Q-grader (basically a coffee sommelier). Together they created Joven to help with this looming problem, by celebrating young farmers who are producing great coffee. Joven features coffees that score 84 points or higher and are produced by farmers under the age of 35.
We wanted this brand to be tied to Sparrows, but definitely its own thing. They asked for it to feel youthful, bright, and hopeful.
