Brewed Awakening

During my senior year in undergrad, I participated in the senior design show which featured the most design students to date. However, I faced a challenge as my assigned exhibition space was located in the corner behind the reception desk. Knowing that I needed to create something bold to draw attention, I decided to develop an entire coffee brand called "Brewed Awakening" and created a live coffee shop display. The name of the brand took a lot of brainstorming to land on, but eventually, I came up with the perfect name. One of the challenges I faced during this project was deciding on the style direction of the brand. I went through numerous iterations of fonts, logos, colors, and palettes, and received different feedback that sometimes intervened with each other. To overcome this hurdle, I consulted with one of my design professors who was an expert in food branding. She provided guidance throughout the entire process, which helped me design the logo, packaging, menus, stickers, and landing page. The project gave me a holistic view of branding design beyond just the design aspect, as I set up the space by painting the walls, building the shelves, and putting everything on display. It made me realize that branding goes beyond just the design work, as the fine details matter too. The turnout for the show was a success, and I was honored with an "excellence in packaging" award from the university. Presenting this project also helped me land my first job as a package designer at Craftsman.