Selected work / 05
Coffee with a cause, brewed into a brand
Rugid Grind Coffee needed to launch a product and communicate its mission without using the cause as a sales device. I directed the identity, packaging, storefront, merchandise, and commercial film.
- Client
- Rugid Grind Coffee
- Industry
- Coffee / Consumer Packaged Goods
- Deliverables
- Brand Identity, Packaging, E-commerce, Commercial Film
- Role
- Creative Direction, Brand Design, Packaging, UX/UI, Development, Production
- Brand mission
- Support for at-risk youth
01 / The challenge
Create a launch-ready identity and storefront that could introduce the product while giving its purpose a clear place in the brand story.
Rugid Grind Coffee was an emerging roasting venture preparing to introduce its products and purpose publicly. The challenge was to create a distinctive coffee brand that could stand on product quality while communicating a mission of support for at-risk youth with care, clarity, and credibility.
02 / What I led
Launch the product without turning the purpose into a sales device.
I led the brand strategy and creative execution across identity, packaging, e-commerce, merchandise, and film.
- 01Brand strategy and identity design
- 02Packaging system and product presentation
- 03E-commerce UX/UI design and web development
- 04Commercial concept, cinematography, and editing
- 05Brand storytelling and launch creative direction
Product first. Purpose held with care.
03 / The key decision
Let the product earn attention before asking for belief.
The identity and packaging establish a recognizable coffee brand on their own. The storefront makes the product easy to explore and purchase. The commercial then introduces the people and purpose behind it without using their story as a marketing shortcut.
04 / The solution
Built for character, product, and purpose.
Identity, packaging, e-commerce, merch, and film share one visual system—from coffee-bag hierarchy to the Sip With a Purpose lockup carried onto a launch t-shirt.
Character you can recognize.
The identity and packaging establish a recognizable coffee brand on their own. The storefront makes the product easy to explore and purchase. The commercial then introduces the people and purpose behind it without using their story as a marketing shortcut.
Product that stands alone.
Identity, packaging, e-commerce, merch, and film share one visual system—from coffee-bag hierarchy to the Sip With a Purpose lockup carried onto a launch t-shirt.
Purpose, held with care.
A launch with a product people could recognize and a purpose they could understand: identity, packaging, storefront, merchandise, and commercial film.
05 / The impact
One launch with a product people could recognize and a purpose they could understand.
Unified launch system
Identity, packaging, storefront, and film were designed to work together as one recognizable brand experience.
Product-first packaging
A flexible coffee-bag system supports quick product recognition and clear information hierarchy.
Purpose-led storytelling
The brand's mission is given a clear, respectful role alongside the product—not treated as an afterthought.
Responsive commerce experience
A mobile-ready storefront helps visitors discover products, understand the brand, and move toward checkout.
06 / Web experience
A storefront built for discovery and checkout.
The storefront was designed to make the brand easy to explore and the products easy to shop. A focused navigation model helps visitors move from the brand story into coffee, related products, and checkout without losing the visual character of the identity.
The experience uses a responsive structure that preserves product visibility, clear calls to action, and a simple purchase path across desktop and mobile.
07 / Reflection
From a product idea to a purpose-led brand.
“Purpose is strongest when it is handled with discipline. The product still has to be good, the brand still has to be credible, and the mission should deepen the relationship rather than carry the entire sale.”
Purpose needs a clear place.