Super Coffee Brand Development

Partnering with the CMO directly, I served as an in-house creative director. I developed their brand DNA, their brand book, their first brand campaign, and lots of fun work.

While I worked with them, they raised $106 million, overcame Dunkin’ as the #2 best-selling bottled coffee brand, and were named the #1 fastest growing food and beverage brand in the US.

Brand Book

The brand had some cool branding but didn’t have much of a brand. I was brought in to write and create the brand book, which would become a 200-page highly-designed book that would educate the rapidly growing team, investors, and the marketplace. Features everything from our what/how/why to our personas, from how we use the brand elements to our internal values and operating system. Sample pages below.