The challenge was designing a brand for music-obsessed coffee enthusiasts: people who curate playlists as carefully as they select beans, and who see both rituals as daily acts of self-expression. While the market offers standalone services for each, few create a true blend of tangible and emotional connections.
The goal was to craft a visual identity that honors the nostalgia of mixtapes while integrating the ritual of coffee. The solution needed to work across physical packaging (coffee canisters, cassette tapes, CDs) and digital touchpoints (social media, brand presence), creating a cohesive experience that turns everyday moments into something special.
I led brand development to unite coffee and music enthusiasts through shared rituals. The strategy emerged after exploring 30+ naming concepts and testing multiple visual directions. Centered on rhythm and connection, the brand territory drew from tape reels and kinetic typography: the mechanical precision of audio equipment meets the organic ritual of brewing coffee.
The identity system centers on a kinetic wordmark that captures the rhythm and energy of both music and coffee culture. I created a vibrant color palette that energizes the brand and developed a small character that appears across touchpoints, adding personality and consistency to the visual identity.
The visual language extended to packaging: reusable coffee canisters, cassette tapes, and CDs that create a tangible mixtape theme. Each piece is both functional and emotionally resonant. Coffee canisters become storage containers, cassette cases hold curated playlists, and CD inserts provide space for tasting notes paired with listening recommendations. This approach transforms disposable packaging into keepsakes.
I developed the brand's digital presence strategy and created social media templates that extend the visual identity across platforms. The content strategy focuses on showcasing monthly coffee and music pairings, sharing brewing tips alongside playlist recommendations, and building community around the ritual of discovering new music while making morning coffee.
The brand guidelines include digital applications (social media templates, email headers, and branded graphics) that maintain the kinetic typography and tape-inspired visual language across all touchpoints. This ensures a cohesive experience whether customers encounter Drip Tape through Instagram, email, or physical packaging.
This project earned AAF Best of Show and Gold Award, judged by industry professionals who recognized how strategic brand thinking creates emotional resonance beyond functional service. The packaging design was specifically cited for transforming subscription boxes into collectible experiences—each delivery becomes a physical artifact rather than disposable packaging.
The project proved that niche subscription services succeed by serving specific rituals rather than broad audiences. By focusing on the intersection of coffee and music culture, Drip Tape creates a distinct market position that neither standalone coffee subscriptions nor streaming services can replicate.
The brand concept demonstrates how thoughtful packaging, cohesive visual systems, and strategic positioning work together to build lasting customer relationships.
