Flax Coffee Co. is bringing to market a traditional Ethiopian beverage made from roasted flaxseeds, known as Telba. For centuries, Telba and Coffee have been an integral part of Ethiopian culture. Flax Coffee Co. is harnessing the benefits of these two superfoods in a range of premium coffee blends. The new identity is a nod to this rich heritage. The primary purple color and flower emblem frame are informed by the flaxseed flower, while the brews are color coordinated for easy identification.