Fulcrum Brand Refresh
Fulcrum Coffee Roasters
Fulcrum Coffee Roasters is a Seattle-based coffee roaster, wholesaler, and retailer focusing on sustainable farming practices and community connection.
They are the parent brand of 3 product brands: Silver Cup, Urban City, and Fulcrum Coffee. As a push to separate the parent brand from the product brand, Fulcrum Coffee, I led the brand refresh and created distinct parent brand assets. Through redesigning their social media, newsletters, and merchandise, I helped strengthen the visual identity and awareness of the parent brand.
Adobe Illustrator
Adobe Photoshop
Adobe Lightroom Classic
Klavyio
Copy-editing
Photography
Graphic design
Before:
Lack of awareness of parent branding, leaned on product brand identity, Fulcrum Coffee.
After:
Parent branding identity of Fulcrum Roasters is clear and prominent.
