Branding for Beans.
Beans & Brews, a regional coffee chain based in Utah, needed a brand refresh. As the copywriter on the branding team, I collaborated with the strategy leads to define the brand elements, then wrote the mission, vision, values, brand positioning, who/what/how, and brand filters, along with all example copy in the brand expressions. We rebranded the name to Beans Coffee House and developed five distinct visual directions, each exploring different facets of the brand’s personality and voice. My art director, Bogdan Truta, and I worked closely throughout the process. Along the way, I also coined the brand’s new tagline: Coffee at its Peak.
