Havelaar Coffee is a contemporary third wave coffee shop. The business was operating in Jakarta Selatan. The business name inspiration came from a character in Mutaliti’s novel. In the novel, the character was famously known for importing Indonesian coffee to the european markets.
Since Max Havelaar is a fictional character, the idea of the branding is to come up with the character’s signature, which we turned it into a “signature” look and feel of Havelaar coffee.
The decision of including “third wave coffee” is suggested upon researching there is no coffee shop in Indonesia that claim to be one. For that reason “third wave coffee” become the tagline of Havelaar Coffee.