As the project leader, I was tasked with sifting through the brand’s presence and history (over 15+ in-market logos) to identify the most equitable assets and values that would serve as a foundation of the brand’s creative expression. From stakeholder interviews to consumer research, the work hero’ed the now-iconic dove icon that’s become a beacon for coffee enthusiasts across the US.

The below is a sampling of the consumer trends, brand pillars, and creative territories that informed brand design, packaging + product development, and marketing efforts.

Highlights:

• Led client engagement and oversaw studio development across identity and communications work

• Gathered and analyzed existing brand materials to assess key brand and messaging equities

• Research and developed a strategic foundation and copy for consumer trends, brand values, brand belief, and creative pillars

• Oversaw redesign of brand identify system, packaging, and production initiatives across brand portfolio