Event · Brand experience
CHOGM 2022: First Ladies’ coffee masterclass
A brand experience at the 26th Commonwealth Heads of Government Meeting that made the coffee value chain visible. Funded by Bloomberg Philanthropies.
Five Rwandan coffees, one farmer-led tasting
As Brand Director at Question Coffee and Sustainable Growers, Deborah shaped the First Ladies’ coffee masterclass at the 26th Commonwealth Heads of Government Meeting as a brand experience.
She designed a journey from portraits and film about women and women-led cooperatives, to a farmer-led tasting and dessert pairing of five Rwandan coffees, then a pop-up café offering coffee, gifts and Made in Rwanda products. She directed the narrative, spatial flow, brand assets, service, staffing and media amplification.
The experience made the value chain fully visible, from cultivation and training to hospitality, enterprise and retail, allowing guests to meet the youth and women behind the cup and understand how some of Question Coffee’s revenues are reinvested into farmer training and women’s economic independence.
Deborah Kakoma, strategic creative director. Interested in work like this? Work with Deborah.