Retail experience · Tourism
Volcanoes National Park women-led coffee retail
A national-park retail experience that placed women-led coffee within the gorilla-tourism journey.
Four partners, one visitor experience
Deborah led the design and build creative direction that brought RDB/Visit Rwanda, Question Coffee, Sustainable Growers and MASS Design teams together around a national-park retail experience that placed women-led coffee and local production within the gorilla-tourism journey.
The concept connected product storytelling, point-of-sale design, premium hospitality and high-value tourism, helping visitors understand the people and livelihoods behind the coffee and experience it as a once-in-a-lifetime memory rather than a purchase.
Visitors left with locally made products, plus the people’s stories to share with friends and family back home. The aim was to let people hold a piece of Rwanda in their hands, not just explore the country on a tour.
Deborah Kakoma, strategic creative director. Interested in work like this? Work with Deborah.