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
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 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.
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