Over 90% of Brazil's Atlantic Forest has disappeared, in part due to conventional coffee farming. At the heart of Curu lies a deep love for the Earth and a resolute commitment to restore what has been lost — by using regenerative farming practices like agroforestry Curu strives to give back to the Earth and rewrite the narrative around coffee.
In a sector filled with greenwashing we needed to create a brand that stands out and builds trust with consumers and farmers alike, on a global scale, to ensure engagement that will lead to real change that lasts.
Drawing inspiration from the mythical guardian spirit of the rainforest Curupira, who protects the rainforest and all wildlife that lives there, we developed a name and logo that symbolise the symbiotic relationship between humanity and nature.
From the vibrant colour palette to the rich illustrations, the identity bursts with energy and abundance — a joyful tribute to the life and the ecosystems Curu is committed to restoring. With this celebratory spirit, we aim to empower coffee drinkers to create real change, one cup of coffee at a time.
Curu’s vision for regeneration is brought to life through the careful use of materials — branded banners screen printed on to recycled coffee sacks not only communicate Curu’s impact but also symbolise the cyclical process behind their coffee.
Curu is already partnering with corporates to bring forward the changes the coffee industry needs, and they have launched the first phase of their consumer offering, bringing nature-loving coffee directly to coffee drinkers in Germany. Curu will soon be in the UK and beyond.
"Magpie were ideal partners. They understood our vision from the very start and were as ambitious for the brand as we are. They have a collaborative approach which was important to us. Curu is our baby and we wanted involvement every step of the way. The brand we’ve co-created has given us the platform and tools to grow and achieve our mission."
Abigail Baumhardt, Founder, Curu
