Branding a Purpose Beyond the Bean

Bønner is a social enterprise founded by Church City Mission in Norway. It is dedicated to creating meaningful opportunities for people who have fallen outside of the traditional workforce. Church City Mission’s mission centers on reintegrating individuals into society through meaningful work training, helping them regain confidence and purpose. With these values in mind, they launched a coffee roasting company where individuals can develop empowerment and skills through hands-on experience in coffee production and sales.

The Name
In Norwegian, the word “Bønner” carries a dual meaning. It translates to “beans,” as in coffee beans, but it also means “prayers.” This double meaning creates a foundation for the slogan, “Bønner med mening” (Beans (Prayers) with Meaning), which hints at the deeper purpose behind every cup of coffee produced. It’s a coffee with layers of significance, a product imbued with purpose and intention to do good.

Concept and Design
The branding concept for Bønner is deeply personal, symbolizing the hands and hearts involved in every stage of its creation. Inspired by a coffee bean, the logo incorporates fingerprints from the individuals who roast and package the coffee, adding a human touch to the branding. Each coffee label is a story: first signed by the coffee farmer in South America, later signed by the head of production and the person responsible for packaging. This transparent production line builds consumer trust and cultivates a sense of ownership for each team member involved. Here, those behind the product are the heroes, bringing warmth and intention to every cup.

Impact
Through the Bønner project, a substantial number of individuals who faced barriers to employment have found new hope, belonging, and purpose. Each box of coffee carries not only the warmth of the product but also the warmth of those who poured their efforts into creating it. Bønner has become a coffee embraced by consumers who understand its profound impact, a coffee rooted in meaningful connections and the power of second chances.