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Meama Experience Design and Strategy

Brand Strategy

Business Design

Meama is the largest capsule coffee factory in the Caucasus. Meama is changing centuries-old coffee traditions and introducing new, innovative approaches. 


At the beginning, there was no consistency in visual identity or messaging across different communication and sales channels in the company. The brand strategy was inconsistent, even employees could not identify and tell the brand story. Customers did not have a feeling that they were interacting with a brand, they were seeing a company as a commodity.

Company did not have physical stores neither website and customers were blindly buying capsule coffee without even knowing what it was, without mentioning that capsule coffee was new to Georgian Market, along with that company application for vending machine "Dropper" was not user friendly and needed a new refresh to create seamless experiences. 



In a collaboration with european agency, we built a rebranding strategy,

including company communication, marketing, visual identity, and employee

branding strategies. After the project ended, I worked on every project that needed to rebrand: the website with updated visual and verbal strategy, (e-commerce, app, business website), the product packaging, point of sales materials, email and digital communication templates. I also designed Meama Shop experiences for physical spaces and other communication channels. 

Check the page here


Tools and Methods

Primary and Secondary Research, Specially designed survey research from 3rd party research companies, synthesis and brand truth development, brand strategy, communication strategy and visual guidelines, brand voice and manifesto development, employer branding strategy, internal workshops and presentations, internal communication guidelines. 

Brand strategy, communication strategy and visual guidelines, brand voice and manifesto, employer branding strategy, internal communication guidelines, online and offline customer experiences. 

Design Strategist and Strategic Project Manager


The Problem

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Rebranding Objectives

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Final Brand Strategy Summary

Design Elements

Meama Brandshop

Old packaging resembled pharmacy products, I led the packaging rebrand of ALL Meama products and accessories based on new brand guidelines. 

Old packaging

New packaging


The App

Customers had hard time navigating on the app and buying coffee capsules, through versions of iterations with software and design team and on-going testing with real users we have developed a seamless app experience


Meama Business and Meama Brand website

Based on the brand strategy, I have developed the B2B growth strategy and experiences for our sales team, where I designed the B2B brand guidelines and supported with marketing activities.  

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