For LA’s favorite local coffee shop, I spearheaded a comprehensive strategy that involved an in-depth analysis of the brand’s history and one-on-one interviews with key stakeholders—from the founders to the marketing and product teams. My strategic approach centered on celebrating the authentic Los Angeles spirit, emphasizing grit and hard work, while ensuring the brand remained approachable and unpretentious despite its ethical sourcing and all-organic status. I guided the brand's copywriting across all packaging and led the website's information architecture, resulting in a cohesive brand identity that earned us Best Branding at the Specialty Coffee Association Coffee Design Awards.