Created as a final project for ATLS 2300, the brand treats coffee less like a cozy lifestyle accessory and more like what it often is: a legal stimulant with its own culture, cravings, and rituals.

The goal was to build a provocative identity that could still work on shelf, using direct language, high-contrast packaging, and a simple graphic system for different origins.

The identity leans into pharmaceutical cues without fully becoming medical. Stark typography, repeated warning-label rhythms, and minimal color help the bags feel both familiar and slightly uncomfortable.

• Naming centers the core idea in plain language: coffee as a normalized drug.
• Packaging juxtaposes rennaisance frescoes with playful graffiti and simple structural hierarchy.
• Mockups test how the system holds together across packaging, merch, and out-of-home placements.

The final deliverable is a presentation that documents the moodboard, content direction, packaging system, and mockups for the brand.