Valor Coffee

Uplifting people through coffee

2020

Strategy
Build a visual language centered on personal connection and one that communicates community, approachability, and playfulness to help Valor Coffee form genuine relationships with customer, making it feel like a familiar neighborhood gathering spot, not just a coffee shop.

Application
Developed a playful system of brand assets and custom icons celebrating coffee culture in all its ritual and detail, paired with colorful spot illustrations depicting people together, connecting, and sharing space over coffee. An interactive menu design invited guests to engage rather than simply order, while accompanying illustrative merch extended the brand beyond coffee.

Outcome
Assets and merch directly supported Valor Coffee's growth during its critical founding months, driving traffic to both their website and brick-and-mortar location and helping establish the brand as a genuine fixture of the community from the outset. See more here.

White T-shirt with a line art design of people gardening and enjoying outdoors, featuring plants, flowers, and a sun in the background, with the word 'VILOR' at the bottom.
Illustration of five overlapping hands in varying colors including pink, green, yellow, and one outlined in black, creating a layered visual effect.
Menu featuring coffee and merchandise, with sections for current brewing, drip and iced coffee, coffee shots, and merchandise including t-shirts, logo, mugs, and candles.
A both sides of a printed menu on a wooden table. The left side shows beverage options including coffee varieties and prices, not coffee drinks, valor faves, and espresso accoutrements. The right side features a separate green paper with grubs, listi
A person holding a beige tote bag with abstract illustrations and the word 'VILOR' on it, standing in front of green bushes.
A light pink T-shirt with black line art of three potted plants, each with a person interacting with the plants.
A person wearing a yellow baseball cap with a blue and white embroidered coffee bean symbol on the back, indoors, with framed artwork in the background.
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