I began by identifying the brand’s core challenge translating a handcrafted, small-batch coffee identity into a scalable and modern design. Inspired by the owner’s distinctive beard, I explored linework   and organic forms to create a system that felt both personal and structured. The concept expanded into an experiential event design aimed at introducing the product to Seattle’s coffee community.

The packaging system was executed with clean, consistent graphics and soft textures to convey quality and care

For the event, I designed a mobile coffee truck environment featuring environmental graphics and a physical call-to-action via QR-coded caricatures. This allowed users to both enjoy the in-person experience and revisit the brand digitally.

I curated visual elements that reflected the brand’s roots in small-scale production  and ethical values—hand-drawn coffee beans, minimalist layouts, 
and curly lines referencing the founder’s look.