White Rock Coffee
White Rock Coffee needed to move away from the cold, clinical look most modern cafés default to. The goal was an identity built on warmth, organic geometry, and late-70s nostalgic charm, something that feels like a neighborhood fixture, not a chain.
The Execution
Typography: A heavy, interlocking display face anchors the brand, paired with a clean secondary sans for menu pricing and product details. Playful up top, legible where it counts.
Color: Deep forest green, rich espresso brown, and warm cream. Grounded and appetizing, built to hold up on packaging as well as signage.
Deliverables: Roast packaging labels, a double-sided table tent menu, retail beverage packaging, custom illustrated signage, and cup design.
Role & Tools
I handled concept development, the full visual identity, and product mockups in Photoshop and Illustrator.
Reflection
The balance I was chasing here was playful versus consistent: retro, hand-drawn energy that still reads as a coherent, professional system across a dozen different surfaces. The illustrated hands and mugs motif ended up doing a lot of that work. Reused across the poster, the menu, and the cup, it's the thread that ties the whole rollout together and makes it feel like one brand rather than a set of separate assets.