GoodShell Coffee Brand Design | Sonoran Desert Coffee Roasters

GoodShell Coffee

GoodShell means a solid foundation. They’re first-generation roasters from the Sonoran Desert who honor the past while fueling the future for builders, dreamers, and everyday people.

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Their mission is to offer connection in every cup as a daily reminder that foundation matters and progress shows up quiet, steady, and made by hand.

Pain Points to Fix

GoodShell Coffee began as a part-time hobby, but growing client demand required expanding and upgrading their brand. However. their website lacked e-commerce capabilities and packaging was underdeveloped.

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I proposed a comprehensive visual identity system that would unify website, collateral, signage, and packaging design to help leverage their increasing demand.

The Turnout

I helped defined GoodShell's target users and brand voice, then created a complete identity system including logo, colors, typography, and icons.

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Next came a scalable e-commerce website with customer accounts, blog, and newsletter features, plus incorporated the new design assets into packaging, collateral, and apparel.