labels + illustrations for upward coffee

Celebrating Women in Coffee, One Label at a Time Client: Upward Cafe Role: Concept Creator, Illustrator, Designer Tools: Procreate, Adobe Illustrator Year: Ongoing (Annual Series)

Every year, I partner with Upward Cafe to create a limited-edition label that celebrates women in the global coffee industry. The goal is to spotlight the often-overlooked women behind coffee production — from seed to harvest — and bring their stories to life through illustration.

The core idea of this annual label series is to honor the vital roles women play in coffee farming around the world. Each edition features a woman from a different coffee-growing region, illustrated in a stylized, vector-based scene that reflects her environment and contributions. These labels aren’t just decorative — they tell a story, convey a legacy, and aim to build connection and awareness through art.

Research & Region Selection Each year starts with selecting a region and learning about the women shaping that area's coffee industry. I dive into cultural cues, landscapes, and farming practices to create an authentic visual narrative.

Initial Sketches (Procreate) Using Procreate, I draft a rough composition — usually a wide, immersive scene set on a coffee farm. The central figure is the woman producer, depicted with pride and presence, often overseeing or interacting with the plantation.

Vector Illustration (Adobe Illustrator) The final artwork is refined and rendered in clean, scalable vector format. I use a bold yet earthy color palette to echo the richness of coffee and the vibrance of the landscapes.

Label Integration I work closely with the packaging team at Upward Cafe to ensure the illustration complements the brand identity while standing out as a collectible piece of art.

The special edition label has become a signature feature of Upward Cafe’s brand storytelling. Customers often collect the labels year after year, and the campaign has sparked meaningful conversations about equity, sustainability, and the faces behind our favorite brew.

2023 – Ethiopia: A tribute to ancestral practices and the birthplace of coffee.

2024 – Colombia: A vibrant scene of highland terraces and family-owned micro-lots.

2025 – Vietnam (coming soon): Celebrating robusta cultivation and community-led cooperatives.

This project is more than design — it’s a collaboration in visibility, pride, and advocacy. Each label is an artistic reminder that coffee is not just a product, but a deeply human story.