Problem
Chef Meeraf Mamo’s Lands of Origin was deeply loved throughout the Pacific Northwest, but the brand needed a scalable identity to support national growth. The challenge was to translate the warmth and cultural richness of Ethiopian cuisine into a system that could live confidently on retail shelves while remaining true to the founder’s story.
Solution
We created a distinctive visual identity and design system rooted in Ethiopian culture and Chef Meeraf’s personal narrative. Through packaging, marketing assets, and storytelling-driven design, we helped Lands of Origin introduce its products to a broader audience with authenticity and global appeal.
More from the campaign
Brand Identity
Defined a vibrant visual identity that blends Ethiopian cultural elements with Chef Meeraf Mamo’s personal story.
Packaging Design
Designed a packaging system that captures the richness, artistry, and sensory experience of the products, helping customers connect with the brand before the first taste.
Marketing Toolkit
Created supporting marketing assets and digital styling to introduce the brand to new audiences.
Launch & Partnership Materials
Developed launch materials, recipe booklets, and partnership assets that invited new audiences into the culture, traditions, and experiences that inspired the brand.
Results
Gryphon Design Strategy created a cohesive brand identity, logo system, and packaging experience that transformed cultural storytelling into a distinctive consumer brand.
The strongest brands are built from the inside out.
From founder-led startups and consumer products to healthcare, education, and social impact initiatives, we help organizations uncover what makes them truly distinctive and transform it into experiences people can see, feel, and remember.
