Packaging System
Concept Strategy
My role: Lead Designer
Reimagining a Brooklyn Classic
Specialty coffee often trades warmth for formality, excluding the very neighborhoods it calls home. Reimagining Brooklyn Lab as a self-initiated concept, I transformed a quiet local staple into a narrative-driven brand—built to unite Brooklyn’s vibrant, multicultural community through accessible design and a scalable packaging system.
The Opportunity
Founded in 2012, Brooklyn Lab Coffee exists at the intersection of Brooklyn’s rich, multicultural neighborhoods. However, as specialty coffee culture shifted toward exclusive jargon and minimalist formality, the brand’s original identity struggled to reflect the diverse community surrounding it. I saw an opportunity to redefine Brooklyn Lab—moving away from elite coffee tropes to create an inclusive visual ecosystem that uses coffee as a canvas to celebrate local unity, cultural diversity, and neighborhood pride.
The Work
I developed a comprehensive rebrand to transition Brooklyn Lab from a conventional coffee label into a modern, narrative-driven brand system. I crafted a distinct typographic language, a sensory-driven color palette, and clean, modular packaging grids for whole-bean bags, cold brews, and lifestyle merch. To demonstrate real-world scalability, I engineered a flexible label template framework—allowing a small, independent roasting team to roll out limited-edition micro-lots and seasonal drops seamlessly without requiring ongoing design support.
The Outcome
This passion project served as a proof-of-concept for how a legacy neighborhood brand can be modernized without losing its local soul. The resulting identity system balances shelf impact with operational utility, creating an inclusive visual ecosystem that celebrates community unity across physical packaging, digital touchpoints, and merchandise.
Industry Recognition
VAND Design Award (2026) — Shortlist
Muse Creative Design Award (2025) — Gold Winner in Corporate & Brand Identity
NDA Paris Awards (2025) — Winner in Graphic Design & Branding
Indigo Design Award (2025) — Silver Winner in Branding for Graphic Design
Titan Business Awards (2025) — Silver Winner in Marketing & Branding
IDA Design Award (2024) — Bronze Winner in Rebranding & Corporate Identity