Mini Case Study
Naomi Joe Branding
Helping a bold Tacoma roaster find its voice through branding, strategy, and design, and earning recognition as a standout rebrand in the local coffee scene.
Challenge
Naomi Joe was a bold, experimental coffee roaster, but the brand lacked a cohesive identity and system to showcase its creativity. The founder wanted to reimagine the brand through the eyes of new customers and create a cohesive visual strategy that matched the quality, vibrancy, and artistry of the product.
Solution
• Developed a full brand system including logos, colors, packaging, and a tiered product structure.
• Designed a visual language inspired by Pacific Northwest landscapes and coffee-growing elevations.
• Created a tiered system, each with distinct design motifs (from rolling hills to sharp mountain peaks).
Impact
• Customers responded enthusiastically to the rebrand, describing it as fresh, fun, and unlike anything else on local shelves.
• Helped the founder adopt a brand-first, customer-focused strategy to drive growth and differentiation.
