Overview
Brand Strategy · Identity Refresh · Menu System · Art Direction
I rebranded Ced for the launch of its second Orange County location. The team lacked a clear brand and visual direction, and the menu was hard to navigate. I defined the brand strategy, refreshed the logo and packaging, and rebuilt the menu system so Ced’s signatures are obvious and the ordering flow is effortless.
I rebranded Ced for the launch of its second Orange County location. The team lacked a clear brand and visual direction, and the menu was hard to navigate. I defined the brand strategy, refreshed the logo and packaging, and rebuilt the menu system so Ced’s signatures are obvious and the ordering flow is effortless.
Photography by Lovelle & GoodObject.co
Package Design
I illustrated a seamless coffee-seed pattern in Procreate and built it into a secondary brand asset.
The seed motif reflects the owner’s belief that sharing is like planting seeds, aligning with the slogan I wrote: “Sweeter when shared.” The pattern scales across cups, donut boxes, parchment sheets, shopping bags, and social posts—creating a consistent, instantly recognizable look.
The seed motif reflects the owner’s belief that sharing is like planting seeds, aligning with the slogan I wrote: “Sweeter when shared.” The pattern scales across cups, donut boxes, parchment sheets, shopping bags, and social posts—creating a consistent, instantly recognizable look.
Social Media Posts
I directed Ced’s social content end-to-end—from photography to videography—by building storyboards, moodboards, and shot lists, then collaborating with production partner Good Object to execute. I also designed graphic posts to spotlight promotions and events, keeping everything on-brand and conversion-focused.
Creative direction
Narrative arc, visual tone, and shot priorities per campaign.
Narrative arc, visual tone, and shot priorities per campaign.
Pre-pro tools
Storyboards, moodboards, shot lists, prop/style guides, and location plans.
Storyboards, moodboards, shot lists, prop/style guides, and location plans.
Production
On-set direction with Good Object; composition, lighting, and pacing for short-form video.
On-set direction with Good Object; composition, lighting, and pacing for short-form video.
Post
Edit selects, captioning, cover frames, and platform-specific aspect ratios.
Edit selects, captioning, cover frames, and platform-specific aspect ratios.
Graphics
Promo/event templates, typographic treatments, and animated CTAs.
Promo/event templates, typographic treatments, and animated CTAs.
Delivery
Asset kit for feed, Reels/Stories, and paid placements for easy reuse.
Asset kit for feed, Reels/Stories, and paid placements for easy reuse.
