Portfolio

The 50-year specialty coffee veterans were in need of a brand refresh. Their marketing was inconsistent, with confusion understanding the company’s message- the name is not about the holiday, but about Giving Thanks with Coffee. To solve this misconnect, I created a company manifesto explaining the power of each word (Thanks, Giving, Coffee) and split the logo to reflect this truth.

With the logo refresh and branding guide completed, the next steps were to redesign the company’s primary customer touchpoints: packaging and website.

Collaboration across departments yielded significant actionable changes to every aspect of the packaging, with significant improvements to the shape, style, and labeling system which resulted in production cost savings and reduced labor needs.

The website redesign greatly improved the online experience for increased sales and new customer acquisition.

To help new customers find their perfect cup of coffee, we created the Smart Coffee Selector. Visitors simply select their flavor preferences and Smart Coffee will suggest the perfect coffee for their unique taste buds.