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.
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.
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 define GoodShell's target users and brand voice, then created a complete identity system including logo, colors, typography, and icons.
Next, I built a scalable e-commerce website with customer accounts, blog, and newsletter features, then carried the new design assets into packaging, collateral, and apparel.
Services
Visual Identity
UI / UX
Signage
Collateral
Apparel
Packaging
