Untold Coffee Lab: Launching a Cutting-Edge Coffee Brand

As Marketing Art Director at Whole Latte Love, I directed my team in developing the brand identity, product packaging, and e-commerce website for Untold Coffee Lab. Our approach celebrated the artistry of world-class coffee roasters, crafting a unique aesthetic for each coffee to mirror the individuality of its flavor profile. Launching on the day of a total eclipse, the branding emphasized rarity, distinctiveness, and cutting-edge design to captivate a global audience of coffee enthusiasts.

the challenge

The primary challenge was to develop a complete brand identity, including packaging and a fully functional website, within an accelerated timeline of just a few weeks. With a focus on highlighting the roaster's artistry, we chose to create a differentiated identity for each coffee using unique color systems and aesthetics. Additionally, the eclipse-inspired launch required seamless coordination to tie the celestial event to the brand's exclusivity and appeal.

the results

The Untold Coffee Lab brand launched with resounding success, earning worldwide recognition within months. Each coffee’s distinct identity resonated with consumers, while the website’s cutting-edge visuals and seamless user experience strengthened engagement. The in-house packaging production showcased the team’s ability to innovate under pressure, elevating the brand as a standout in the competitive specialty coffee market.