Green State Coffee came to

Green State Coffee came to me with a compelling idea and very little infrastructure.

Their goal was to create the first drive-thru coffee brand where every aspect of the business—from operations to customer experience—was environmentally conscious. Sustainability was core to the vision, but they needed clarity and a cohesive brand foundation to enter a crowded, waste-heavy category.

I partnered with the ownership group to define the brand from the ground up through a Spoken Identity Workshop™, market research, naming, and the creation of a BrandBook® that aligned culture, customer experience, and communication.

Green State launched successfully in the Yakima, WA market. Within five months, the brand was acquired by a competitor for nearly 50% more than the total startup and operational investment.