Cafe PAP® is an Ugandan brand, specialized in growing fines coffee beans, quality coffee productions and Cafe Restaurants, as it considered the best productions in Uganda and premier restaurants. CAFE PAP®’ coffee beans were professionally selected from coffee grown at the ecological zone of 1800m on Mt.Elgon. This zone represents a myriad of micro climates and is the host to the wonder underground SISIYI river. These features make CAFE PAP®’ coffee exotic and rare. My Objective in this account is to develop a new identity for the brand to match even compete the international brands, I worked on that for 8 months to initiate the primary brand image and then we kept going for the last few years to reach to the current case.