thelattejoint

INSPIRATION TO ENSURE THE VISUALS RESONATED WITH THE RIGHT AUDIENCE, I TARGETED GEN Z AND MILLENNIALS BY GATHERING DIRECT FEEDBACK FROM INDIVIDUALS AGED 18 TO 35. AN IMPRESSIVE 75% EXPRESSED THEY WOULD RECOMMEND THE BRAND, CITING ITS WARM, WELCOMING IDENTITY, AND DISTINCTIVE LOGO. THIS SHAPED THE CREATIVE DIRECTION, EMPHASIZING AUTHENTICITY, APPROACHABILITY, AND A SENSE OF COMMUNITY. DESIGN I CRAFTED COFFEE PACKAGING IN ILLUSTRATOR FEATURING HAND DRAWN VECTOR ILLUSTRATIONS, BOLD TYPOGRAPHY, AND WARM, EARTHY TONES TO HIGHLIGHT THE BRAND. I ALSO ADAPTED VISUALS FOR BOTH PRINT AND DIGITAL PLATFORMS SUCH AS POSTERS, PACKAGING, AND PROMOTIONAL MATERIALS; USING PHOTOSHOP AND ILLUSTRATOR TO MAINTAIN CONSISTENCY ACROSS MEDIUMS. STRATEGIC VISUAL STORYTELLING WAS A KEY FOCUS, ENSURING EACH PIECE COMMUNICATED THE COMPANY’S MISSION AND VALUES EFFECTIVELY. DEVELOPMENT ONCE THE DESIGNS WERE FINALIZED, I REFINED THEM FOR PRODUCTION, OPTIMIZING FILES FOR VARIOUS FORMATS AND ENSURING PRINT-READY QUALITY. MAKING SURE THEY ALIGNED PERFECTLY WITH THE BRAND’S GOALS. THIS FEEDBACK PROCESS RESULTED IN VISUALS THAT NOT ONLY EMBODIED THE COMPANY’S IDENTITY BUT ALSO STRENGTHENED ITS CONNECTION WITH A DIVERSE AUDIENCE.