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I’ve been wanting to create something that feels as unapologetic as a good cup of coffee — so, meet No Filter. ☕️
A coffee brand built around personality, simplicity, and doing things without unnecessary filters. From the visual identity to the cups, merchandise, and social visuals, I wanted every touchpoint to feel bold, recognizable, and a little bit unexpected.
The goal was simple: create a brand that doesn’t just serve coffee, but has its own point of view.
So here’s No Filter Coffee — a branding concept I had way too much fun bringing to life. 🌿🤎
No overthinking. No unnecessary extras.
Just coffee, as it is. No Filter.
Thank you :)
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currently working on a new project, and it reminded me why the strategy phase is probably my favorite part of the whole process.
whether it’s for a website or a full brand identity, i love going beyond the brief and trying to understand the business as deeply as possible.
the client call, the brief, the old website… those are just the starting point.
then comes the fun part: researching, asking questions, digging deeper, understanding how the business works, who they sell to, what they stand for, how they communicate, and why people should choose them.
sometimes, you even discover things the client knows internally but hasn’t fully articulated yet, or things they’re simply not communicating clearly enough.
that’s what i love about strategy: taking all that information, finding the patterns, and bringing clarity and structure to everything.
honestly, this might be my favorite part of the whole process.
How do you usually hand that research back to a client, a straight brief or something more visual like a strategy deck? And do they ever push back when you point out something about their own business they hadn't fully articulated?
Built to Look Like It Has Always Existed 🎾
Some brands want to look new. This one wanted the opposite.
Upper Heritage borrows the codes of club tennis — crests,
hand-painted signage, court green. Designed to feel founded
in 1934 and simply never advertised.
The hardest part of heritage design isn't adding history.
It's knowing what to leave out.
You can see the full project here.
I love the vibesssss, old money style!! 💯
Currently working on a café landing page for a client, and I’m stuck between two directions:
☕ Dark, moody, rich roast
☕ Clean, bright, light roast
Both give the brand a completely different feel.
Which one feels more premium for a specialty café?
Light or Dark?
14 voted
54%
12 voted
46%
26 votes
Closed
Dark feels more premium to me, especially for a specialty café