Our Role: Brand Strategy · Visual Identity · Photography · Packaging · Web Design · Marketing Strategy
Earthseed coffee
A lifestyle café where intention, storytelling, and flavor meet.
Discovery & Strategy
During research, we identified three key insights shaping the brand strategy:
Community-Centered Ownership: The café needed to reflect Black ownership and serve as a cultural hub.
Spiritual Alignment: Earthseed’s philosophy of adaptability, growth, and interconnectedness became the narrative foundation.
Minimal Luxury: Competitors leaned heavily into rustic or hyper-trendy café aesthetics. Earthseed would differentiate by being sleek, understated, and timeless — allowing the products and experiences to shine.
Strategy focused on positioning Earthseed Coffee as more than a café — but as a lifestyle brand grounded in intention, cultural storytelling, and conscious consumption.
Project Overview
Earthseed Coffee is a Black-owned coffee shop and bookstore concept rooted in community, sustainability, and spirituality. Inspired by Octavia Butler’s Earthseed philosophy, the brand blends ethically sourced coffee, fresh pastries, and curated literature into a sleek, modern café experience. The goal was to create a brand that feels minimal yet soulful, where the “flavor and style” radiates from the coffee, the space, and the community itself.
creative development
Brand Identity: Clean typography paired with earthy, grounded tones and subtle symbolic marks inspired by Earthseed philosophy.
Packaging Design: Minimalist coffee bags and pastry packaging featuring spiritual motifs and storytelling snippets.
Interior Mood Boards: Natural materials (wood, stone, linen) balanced with modern, minimal fixtures to create a sacred yet welcoming atmosphere.
Content Strategy: Lifestyle photography concepts highlighting coffee rituals, book curation, and community connection.
Implementation
The brand identity was extended across key touchpoints:
Digital Presence: Website and social mockups emphasizing minimal layouts, earthy palettes, and strong storytelling.
Physical Space: Branded signage, menu boards, and interior visuals to guide architectural direction.
Product Touchpoints: Coffee packaging, pastry wraps, and tote bags designed as both functional and collectible.
Community Activation: Templates for event branding — from book readings to workshops — reinforcing Earthseed as a cultural hub.
palate
logos, typeface, etc
packaging mockups
results
logo
The Earthseed Coffee concept establishes a foundation for growth as both a café and a lifestyle brand. The creative strategy differentiates it from competitors by merging spirituality, culture, and sustainability into one cohesive identity.
Outcomes:
Strong emotional resonance with target audience seeking intentional, culturally-rooted spaces.
Distinct visual system adaptable across retail, merchandise, and digital platforms.
Clear positioning as a modern hub for ethically sourced coffee, literature, and community dialogue.
competitor logos
product & lifestyle shots
moodboard
website mockup
customer persona