The Story of Iddanama: Brewing Hope, Crafting Change

In a world overwhelmed by mass consumption and commercial noise, Iddanama quietly emerged with a simple yet radical promise: to turn every cup and handcrafted item into a force for good.

Born from “Namnama” — the Spirit of Hope

Rooted in the Northern Philippine word “namnama” meaning hope, Iddanama isn’t just a café or a retail store. It’s a social enterprise created with the intent to uplift lives—particularly those of children battling cancer and the underrepresented communities of local artisans.

At its core, Iddanama is a place where hope is brewed daily and change is lovingly crafted.

The Brand Challenge

The founders came to us with a compelling dream:

“We want to create a space where purpose, community, and culture meet over coffee and craft.”

Our mission at TOM Consulting Group was clear: to shape this dream into a brand that’s not just seen, but deeply felt.

We needed to create a brand that would:

• Reflect authenticity and purpose

• Support artisans and young patients through a sustainable model

• Resonate with a new generation of conscious consumers

Building the Brand with the TOM Method™

1. Discover

We immersed ourselves in the founder’s story, the culture of craft, and the cause they championed. We listened not just for insights, but for values. We found a rich narrative waiting to be told.

2. Define

We defined Iddanama’s DNA:

• Purpose: To serve healing, heritage, and hope.

• Positioning: A café + curated store built on mission, not margin.

• Promise: Every item tells a story. Every purchase helps one.

  
  

This clarity guided everything—from language to layout.

3. Design

The brand identity we developed reflects handmade warmth and unwavering intention.

• The bold yet organic wordmark is approachable and strong.

• A soaring bird represents rising above hardship, hope in motion.

• The tagline “Brewing Hope, Crafting Change.” captures both product and philosophy.

• Earth-inspired colours mirror authenticity and connection to the local landscape.

  
  

From the visual identity to packaging and space design, everything aligns with Iddanama’s soul.

4. Deliver

Iddanama launched not as a typical business, but as a movement.

We supported the launch with:

• A “Cup for a Cause” campaign

• Impact-first content and signage

• Merchandising centered on storytelling

• A community-led activation strategy

Why It Works

Iddanama succeeds because it doesn’t just sell—it serves. It doesn’t just show up in the market—it shows up for others.

People today want to support businesses that reflect their values.Iddanama invites them to do just that—through simple, meaningful acts: buying coffee, choosing a handcrafted bag, or simply spending time in a place built with intention.

What’s Next

As Iddanama grows, so will its impact. But it will remain anchored in what matters most: Purpose over profit. People over product. Hope over everything.

At TOM Consulting Group, we’re proud to have helped shape a brand that isn’t just in business, but in service.

Interested in building a brand that matters? Let’s craft something purposeful together.