For BRASH Coffee, I had the opportunity to lead the design and branding for their presence, translating their mission and values into a compelling online experience. Since 2016, BRASH has been committed to sourcing, roasting, and serving the best coffee possible—directly from farmers they know and trust. I wanted the site to reflect that authenticity, care, and deep connection to origin.
The brand story starts at the source. BRASH travels to farms around the world, partnering with growers like Miguel Menendez and Dos Niñas, ensuring quality and fair practices at every step. My goal was to showcase these relationships clearly and honestly—putting both the coffee and the people behind it front and center.
The visual identity is rooted in BRASH's core values: AUTHENTICITY, ORIGIN, and HUMILITY. From typography choices to color palette and layout, every element was selected to reflect a deliberate, grounded, and respectful approach—just like their coffee. I emphasized storytelling throughout the design, connecting customers with the richer narrative behind each cup, and building a sense of community between the growers and the guests.
BRASH doesn’t rely on hype. Their philosophy is simple: if the coffee is great, people will come. I let that ethos guide the overall tone—understated, confident, and genuine. The end result is a brand presence that speaks softly but leaves a strong impression—just like a perfectly brewed cup of coffee.
As part of my work with BRASH Coffee, I designed all of the coffee labels with one guiding principle: to celebrate the people and places behind each bag. Every label was thoughtfully crafted to reflect the family and name of the farm where the coffee was grown—bringing the story of each origin to the forefront.
Rather than treating the label as just a product tag, I approached it as a storytelling medium. Each design highlights the farmer’s name and the specific farm, such as Miguel Menendez or Dos Niñas, ensuring that the human connection behind the coffee is always visible and honored. This not only gives credit where it's due, but also reinforces BRASH’s commitment to authenticity and transparency.
Visually, I maintained a clean, consistent system across all labels, allowing space for variation based on the origin. Subtle design shifts—like typography, color accents, or layout details—were used to reflect the unique identity of each farm while staying cohesive within the BRASH brand. The result is a label system that is instantly recognizable, yet deeply personal.
Through this design approach, each bag tells a story. It bridges the gap between the farmer and the customer, reinforcing BRASH’s mission to connect people over coffee and create a meaningful sense of place in every cup.
