The Challenge: Tangible Brand Evolution

After establishing BRASH Coffee’s digital footprint, the challenge was to translate that "authenticity-first" ethos into a physical product. I aimed to move the brand from a digital-first presence to a shelf-ready experience that felt as premium as the specialty beans inside.

The Strategy: Celebrating the Origin

I designed the label system with one guiding principle: to celebrate the people and places behind every bag. Rather than treating the label as a simple product tag, I approached it as a storytelling medium. Every label was thoughtfully crafted to reflect the family and name of the farm where the coffee was grown—such as Miguel Menendez or Dos Niñas—ensuring the human connection behind the coffee is always visible.

The Execution: Beyond the Bag

To create a cohesive brand experience, I extended this visual system into custom merchandise and environmental signage.

• The Visual System: Developed a clean, consistent typographic system that allows for subtle variation while staying cohesive within the BRASH brand.

• Tactile Touchpoints: Designed merchandise and signage that reinforce the brand’s mission to connect people over coffee, creating a meaningful sense of place—whether in the shop or in the customer's hand.