The Saudi Ministry of Culture has launched the visual identity of the “Year of Saudi Coffee” initiative, which will accompany all activities that the ministry and its partners will hold throughout 2022 to celebrate Saudi coffee and its cultural value.
The Year of Saudi Coffee initiative’s logo was inspired by the “Finjal” or the small coffee cup used for drinking coffee, which has always been associated with generosity and unique Saudi hospitality.
The Ministry, in cooperation with the Culinary Arts Commission, plans to hold a wide range of programs, events and competitions under the initiative’s umbrella throughout 2022, with government and semi-governmental agencies, private sector institutions, restaurants, hotels, cafes and individuals involved in this field.
The initiative is designed to raise awareness about its unique qualities and it is expected to stimulate the export of Saudi coffee to new international markets. Saudi coffee is an essential part of the country’s culture, and with the initiative, the Ministry aims to share this aspect of Saudi culture with the whole world and invite them to learn about the uniqueness of its coffee.
The branding and visuals for the campaign reflect the Kingdom’s renowned hospitality and signify an important component of Saudi identity. The ministry has provided a detailed description of the initiative and its objectives and set guidelines for using the visual identity. At the end of January 2022, the platform will add a space to receive the ideas of individuals and all parties wishing to implement joint projects that serve the initiative and promote its objectives.
The initiative was announced earlier this month by Prince Badr bin Abdullah bin Farhan Al Saud, the Minister of Culture. It comes as part of the Quality of Life program, one of Vision 2030’s realization programs.