Food & Beverage / Hospitality / Brand

Mad Coffee

Building a coffee brand with personality at every touchpoint.

Role

Creative Director · AFS Creative Studio

Engagement

Brand & Digital Creative

Owned

Creative Direction, Brand Positioning, Shopify Web Design, Email Design

Industry

Food & Beverage / Hospitality

Mad Coffee · Brand and packaging imagery

At a glance

The role: Led creative direction and design as Creative Director, AFS Creative Studio.
What I owned: Creative Direction, Brand Positioning, Shopify Web Design, Email Design, Paid Media.
Impact: A cohesive brand system, carried into retail.

Creative DirectionBrand PositioningShopify Web DesignEmail DesignPaid Media

Challenge

Mad Coffee needed its digital experience to express the same confidence and personality as the product. The brand had to make instant coffee feel distinctive while giving customers a clear, usable path through education, consideration, and purchase.
The opportunity was to connect positioning, website, email, and paid creative so each touchpoint felt like part of one consumer experience rather than a collection of separate assets.

My role

Led creative direction and design as Creative Director, AFS Creative Studio.

What I did

AFS Creative centered the creative direction on the contrast at the heart of the product: speed without sacrificing craft. A bold typographic voice, product-led photography, restrained color, and direct messaging gave the brand a recognizable rhythm.
That direction carried from campaign imagery into Shopify and lifecycle email, allowing the brand idea to remain consistent while each channel did a different job.

Creative DirectionBrand PositioningWeb DesignShopifyEmail DesignPaid Media

Deliverables

Creative Direction
Brand Positioning
Shopify Web Design
Email Design
Paid Media

AFS Creative refreshed Mad Coffee's brand into one cohesive system across positioning, Shopify, lifecycle email, and paid creative, a unified expression the brand carried into its launch with Sprouts.

01 / Brand World

Speed, craft, and a bold point of view.

Details

The visual direction paired clean product moments with expressive photography and a confident wordmark, giving Mad a distinct presence across brand and campaign applications.

Mad Coffee packaging and wordmark imagery arranged as a layered brand-world composition

02 / Shopify Experience

A digital storefront with the brand built in.

Details

The Shopify redesign carried Mad’s personality into product education and the purchase journey, using the brand’s imagery and message to make the product clear without flattening its character.