Wayfarer Coffee Co.

Wayfarer is a fictional coffee company that I dreamed up during my caffeine-fueled college days. Operating out of mobile carts in metro areas, Wayfarer brings delicious coffee directly to the people who need it most.

My intention for the brand was for it to be simple and streamlined but still strong and eye-catching. Whereas most brands use vibrant colors to call attention to themselves, I really loved the idea of using large areas of black (particularly in the mobile cart and menus) as a way to stand out on a busy street corner, while using hints of white and natural textures to soften it up and make it less intimidating.

Beyond the initial brand development, the campaign included packaging design, a mobile app (which would allow consumers to track the location of the nearest cart, earn and use points, and view the menu), and concept development of the physical carts.