Brand Identity & Packaging Design Case Study
A comprehensive identity and packaging system built for a multi-state specialty coffee roastery.
ROLE
Creative Director · Brand Strategist · Packaging Designer
SCOPE
Visual Identity · Packaging System · Dielines · Illustration · Product Architecture · E-commerce UX · Photography Direction
PROJECT OVERVIEW
Iluminar Coffee began as a small specialty roastery in Vermont and evolved into a multi-state wholesale and DTC brand. As Creative Director and Co-Founder, I led the complete visual transformation of the company across identity, packaging, product architecture, and digital experience. This case study highlights the brand system and packaging suite that positioned Iluminar as a distinctive, story-driven coffee brand with measurable commercial impact.
THE CHALLENGE
Iluminar needed a brand that could:
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stand out in a saturated specialty coffee market,
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scale across SKUs and future product lines,
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reduce packaging costs,
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streamline fulfillment, and
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clearly communicate quality and transparency.
At the time, the brand lacked consistency, cohesion, and recognizable visual cues for customers or partners.
Original Iluminar Packaging (2020)
BRANDING STRATEGY & POSITIONING
Core Principles
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Color-forward clarity — use bold, emotionally resonant color blocks as the primary organizing principle.
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Transparent storytelling — each coffee should communicate origin, flavor, and values immediately.
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Scalable system — a modular label structure that can flex to new SKUs without redesign.
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Premium accessibility — high-end packaging that remains friendly and inclusive.
IMPACT
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31% increase in repeat purchase rate and a 22% increase in AOV after implementation
PACKAGING SYSTEM
I built a packaging suite using two main modular elements:
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Large-color field layout for instant shelf recognition
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Flexible label system for SKU text, tasting notes, and storytelling
This system allowed the brand to remain visually recognizable while introducing new coffees, seasonal releases, and partner collaborations.
IMPACT
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Reduced packaging costs by 18%, increased margin per unit by 11%, and sped up fulfillment by 28%.
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Contributed to a 19% improvement in wholesale sell-through velocity, as reported by partner cafés
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Drove a significant share of DTC growth, contributing directly to the 3.4× increase in monthly online revenue
WHOLESALE CUSTOM BAG PROGRAM
My responsibilities:
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Brand discovery
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Label design
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Bag color matching
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Artwork + illustration
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Print-ready production files
IMPACT
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Created a new revenue channel generating $42K annually
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Increased wholesale reorder frequency by 2.1×
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Helped retain 100% of wholesale partners through our relocation to Atlanta
