A full brand system and launch campaign for a craft roastery that wanted to compete with the polish of national chains while keeping the soul of an independent neighborhood shop.
United Coffee was opening its flagship roastery and direct-to-consumer storefront in a market crowded with both global chains and well-funded specialty players. The founders wanted to feel premium and intentional — but never aloof.
The brief asked for three things: a brand identity that earned shelf and storefront presence, a launch campaign that put a flag in the ground locally, and a digital home that could sell beans, manage a subscription, and host the brand's evolving story.
We started with audience and category work — interviewing regulars, baristas, wholesale buyers, and lapsed competitors' customers. The insight: people don't just want better coffee, they want a brand that shows up for the neighborhood. "United" became more than a name; it was the brand's behavioral promise.
From there: a wordmark, a flexible mark system, a warm-craft palette, a serif/sans pairing built for both wholesale bags and Instagram, and a campaign concept — "All Roads, One Cup."
Packaging, social, in-store collateral, signage, and merchandise — designed as a kit, not a one-off.
A short-form motion suite designed to feed paid social, the website, and in-store displays. Every film is built around a single human moment — the pour, the pull, the laugh, the first sip — and edits down to clean 9:16 and 1:1 versions for any surface.
The flagship campaign film. We followed a single lot from green-bean delivery through roast, rest, and packaging — letting the craft do the storytelling. Used as the homepage hero, the first email in the welcome series, and the cornerstone of the launch paid-social burst.