I developed a rebrand concept for an independent coffee roaster, responding to a brief that called for a bold alternative to the minimal, austere aesthetic dominating much of the coffee market. My approach focused on celebrating the brand’s independent, playful spirit — positioning them as a vibrant outlier in a sea of overly serious competitors.

The work included fresh packaging concepts, a lively color palette, and expressive typography designed to feel handcrafted and approachable. I explored how this new identity could extend across multiple touchpoints, from packaging to in-store materials, to build a cohesive yet flexible brand system.

The project allowed me to explore how strategic positioning and design storytelling could be tailored to the needs of a small, independent business, balancing creativity with practicality and giving the brand a distinctive visual voice.