proud

Habesha Beer - Ethiopia

Habesha: the authentic, golden beer.
Founded and owned by thousands of proud Ethiopians.

Habesha stands for gratitude, and the celebration of togetherness.
It defines the shared pride and culture of all Ethiopians,
and encourages those who dare to be authentic.

Habesha, Share with Pride

 

Commercial 2018: -When Gold Meets Black

Habesha Breweries S.C is one of the fastest growing beer companies in Ethiopia. Habesha Beer has become a highly recognized brand in the Ethiopian Beer market. 

Back in 2014, even before the company started and only the big ambition was a fact, soul.builders developed the overall marketing strategy, route to market, brandstory, brand-identity and paved the way for all marketing communication activities. 

The Habesha logo is a representation of Ethiopia’s rich ancient painting traditions. The habesha pattern, one of the characteristic brand elements, is a modern reflection of the Ethiopian ‘Tibeb’.

The Habesha logo is a representation of Ethiopia’s rich ancient painting traditions.
The habesha pattern, one of the characteristic brand elements, is a modern reflection of the Ethiopian ‘Tibeb’.

The Habesha brand identity is the visual representation of the features and benefits, built upon a set of values that represent the Habesha organisation. The brand identity is much more than just a logo; it is a way of bringing together the Habesha set of values to help differentiate the Habesha product in the market place and achieve competitive advantage.

Habesha gives consumers
a strong emotional reason
to choose our brand
— mr. Zewdu Nigate. CEO Habesha Breweries

For Habesha soul.builders developed in 2017 & 2018:

  • Mission: Habesha's present state and purpose

  • Vision: Habesha's desired future state

  • Buyer persona’s: what inspires people to buy Habesha

  • Target audience: definition of Habesha's target groups

  • Differentiation: competitive advantage

  • Position: Habesha’s desired mindshare

  • Brandstory: rememberable, meaningful and emotional

  • Brand personality: the humanity behind the brand

  • Brand means: what Habesha means to our audience

  • Brand experience: the experience Habesha's wants to deliver

  • People: structering the marketing departement

  • Measuring: KPI’s, measurement and refinement

  • Media: key-activities for the coming years

  • Planning: activities for 2018 put in perspective

  • Facts: latest insights on the beermarket