Nation Casts Its Coffee As a Luxury Brand, Strikes a Starbucks Deal Brandhouse Ethiopia hopes its new 'e' logo will help elevate its coffee. Pic: Courtesy of WSJ The world's biggest coffee chain hasn't decided how or if it will use the new logos, said Dub Hay, Starbucks' senior vice president for coffee and procurement. - WSJ By AARON O. PATRICK The Wall Street Journal ; Page B7 May 15, 2008 A small design firm here was recently hired by an unusual client with an unconventional request: The Ethiopian government commissioned Brandhouse to come up with a logo that will make consumers feel like they are drinking a luxury when they have Ethiopian coffee. This month, the Ethiopian government is releasing the logos for three varieties of Ethiopian coffee beans that it hopes will eventually appear from the burlap sacks that are used to transport coffee beans to coffee cups in cafes. It is the first time the country has introduced a brand for its major export. The Ethiopian...