About/ CraftedCuppa is an online roast-to-order coffee bean business. Their business model is unique because once a customer places an order through their online store, the beans are roasted just for them before shipping immediately.
Summary/ The most challenging aspect of this project was to create a brand identity around the business owner's dog, Mia without CraftedCuppa looking like a pet food brand. It was mandatory for Mia to be the face of brand, the owner would not budge on that. My task was to create the identity from scratch, giving Mia an appropriate face and bring her essence to life through package design. 
Wins/ I created a unique design asset that allows the shipper to mark the roast date on pack. This creates a sense of value and a wholesome experience for the customer. 
Process and Design Thinking
The owner of CraftedCuppa had created his own labels in Canva and needed a visual refresh. He wanted CraftedCuppa to feel welcoming, bubbly and have traits of his dog's personality, Mia, reflected into every element. 
Logo Process 
PDP Testing
Generating rough drafts to establish a typographical system with different logos. 
Illustrating Mia
Search Engine Competition Analysis