Case Study
Iluminar Coffee
A comprehensive identity and packaging system built for a multi-state specialty coffee roastery.
Problem & Context
Iluminar Coffee began as a small specialty roastery in Vermont and evolved into a multi-state wholesale and direct-to-consumer brand. Despite a growing customer base and strong product quality, the brand lacked consistency, cohesion, and recognizable visual cues for customers or partners.
The company needed a brand system that could stand out in a saturated specialty coffee market, scale across SKUs and future product lines, reduce packaging costs, streamline fulfillment, and clearly communicate quality and transparency.
My Role
As Creative Director and Co-Founder, I led the complete visual transformation of the company across identity, packaging, product architecture, and digital experience. My scope included visual identity design, a full packaging system with production-ready dielines, custom illustration, product architecture, e-commerce UX direction, and photography direction.
Design Concept
Branding Strategy & Positioning
The branding strategy was built on four core principles:
Color-forward clarity — Bold, emotionally resonant color blocks as the primary organizing principle for shelf recognition.
Transparent storytelling — Each coffee communicates origin, flavor, and values immediately through structured label content.
Scalable system — A modular label structure that flexes to new SKUs without full redesigns.
Premium accessibility — High-end packaging that remains friendly, inclusive, and inviting.
Process
Visual Identity & Color System
I developed a signature color palette with bold accent hues for each coffee origin, paired with a refined typography system and custom mark. The identity extends across packaging, digital touchpoints, and wholesale materials.
Packaging System
I built a packaging suite using two main modular elements: a large color-field layout for instant shelf recognition, and a flexible label system for SKU text, tasting notes, and storytelling. This system allowed the brand to remain visually recognizable while introducing new coffees, seasonal releases, and partner collaborations.
Retail & Wholesale Photos
Photography direction and in-store display systems reinforced the brand consistency across retail partners and online channels.
Outcome & Learnings
Measurable Impact
Key Takeaways
This project reinforced the importance of building systems, not just individual designs. The modular packaging approach saved significant production costs while enabling rapid product launches. The wholesale bag program proved that brand consistency across partners drives both retention and revenue. Perhaps most importantly, investing in a thoughtful color system early on created an instantly recognizable shelf presence that directly correlated with increased repeat purchases.