Rochester, NY
Untold Coffee Lab
Specialty Coffee
branding | packaging
Untold Coffee Lab, a specialty coffee roaster based in Rochester, NY, needed a packaging and branding suite to match the exceptional quality of premium beans sourced from countries like Brazil, Panama, and Guatemala. The objective: create stunning, tactile sticker labels for both roasted and green coffee bags, and design print collateral—such as trade show flyers, menus, and pricing sheets—to present the brand to discerning new customers including specialty coffee aficionados and experts.
Photography by Grace Walker (@groovygrace)
55.8%
INCREASE IN EMAIL CLICK RATE
35%
IMPROVED VISUAL ACCESSIBILITY
20.9%
LIFT IN ONLINE PURCHASES
01 challenge
Frequent design iterations added complexity and required flexibility. Deepening understanding of specialty coffee culture, products, and consumer expectations in a short time frame.
02 approach
Collaborated closely with World Barista Championship judge Danilo Lodi, whose expertise shaped both the creative direction and the refined tone of the design. Lodi’s insight grounded the visuals in authenticity and authority. Conducted comparative analysis of competitors and innovations in coffee packaging to align design with market trends while reinforcing uniqueness. Employed an iterative design process, cycling through multiple versions based on rapid feedback loops to refine visual themes and messaging.
03 results & reflection
The packaging lineup was well-received at industry exhibitions, enhancing Untold Coffee Lab's global appeal and facilitated effective storytelling.
This project sharpened my ability to deliver high-impact design under tight deadlines and embrace feedback-driven iteration. Working with Danilo Lodi enriched my understanding of the specialty coffee world, allowing me to integrate genuine expertise into visual storytelling.
