BLENDED JOE COFFEE

BRAND IDENTITY · PACKAGING · CREATIVE DIRECTION

Since 2020, I’ve helped shape the look of Blended Joe as the brand has grown. What started with individual graphics, menus, and packaging has turned into years of work across product labels, retail packaging, campaigns, signage, digital content, and eventually a full coffee shop.

PROJECT OVERVIEW

Blended Joe was my first client after graduating college in 2020. At the time, the business was still pretty new and mostly taking orders online, so a lot of what I know about working with a growing brand came from figuring things out through this project.

I started with social graphics, website pieces, menus, and packaging whenever something new came up. As the business grew, so did the amount of work I was able to take on.

Blended Joe was never supposed to look like a traditional coffee company. The goal was always to make it loud, colorful, a little weird, and easy to remember. Over time, all of those individual pieces started becoming a full visual system that could change depending on the season or product without losing what makes it feel like Blended Joe.

BRAND IDENTITY

Building The Look

Blended Joe was never meant to look like a polished corporate coffee chain. It needed personality, color, and room to be a little weird.

I built the look around bold type, bright colors, playful graphics, and layouts that could change depending on what we were promoting. Some designs are loud, others are more simple, but they still feel like they belong to the same brand.

That flexibility became a huge part of the identity. A summer menu can look completely different from a holiday promotion, but you should still know it’s Blended Joe before you even see the logo.

Blended Joe was never meant to look like a polished corporate coffee chain. It needed personality, color, and room to be a little weird.

That flexibility became a huge part of the identity. A summer menu can look completely different from a holiday promotion, but you should still know it’s Blended Joe before you even see the logo.

PACKAGING

OVER 30 UNIQUE LABELS

The flavors have always been one of the biggest parts of Blended Joe, so I never wanted every bag to look the same.

Over the years, I’ve designed more than 30 different labels. Each flavor gets its own theme, colors, and personality while still following enough of the same structure to feel like part of the Blended Joe lineup.

A Label for Every Flavor

Some flavors call for something simple, while others give me a chance to push the idea a lot further. A seasonal flavor like Wicked Jack can go completely Halloween, while Pumpkin Spice or a summer flavor can head in a totally different direction.

The fun part is finding a visual idea that fits the flavor without making the entire lineup feel disconnected.

Pod Packaging

In 2022, I got my first opportunity to design a full retail package with Blended Joe’s single-serve coffee pods.

Looking back, there are definitely things I would approach differently now, but that’s also why I still like showing it. It was my first time thinking through an entire package instead of just a label or graphic.

I also created individual pod designs for each flavor so the identity carried all the way from the box down to the single cup.

Pod Packaging

In 2022, I got my first opportunity to design a full retail package with Blended Joe’s single-serve coffee pods.

I also created individual pod designs for each flavor so the identity carried all the way from the box down to the single cup.

MENUS · PROMOTIONS · DIGITAL

Always Something New

One of the biggest challenges with Blended Joe is that there’s always something new to design. Seasonal flavors change, new drinks get added, menus update, and promotions come and go throughout the year.

I’ve created everything from menu boards and social graphics to promotional screens, flavor launches, and seasonal campaigns. The look can change a lot from one promotion to the next, but I still try to keep enough of the brand’s personality running through everything that it feels connected.

Going Local

First Official Store

After years of working almost entirely online, Blended Joe opened its first physical coffee shop in 2025.

This was the first time I got to take everything we had built digitally and carry it into an actual space. I helped design the exterior signage, menu boards, promotional screens, window graphics, in-store signage, and other pieces throughout the shop.

Seeing designs that used to live on my computer become something people actually walk into every day was a really cool next step for the brand and for the work I’ve done with it.

After years of working almost entirely online, Blended Joe opened its first physical coffee shop in 2025.

Seeing designs that used to live on my computer become something people actually walk into every day was a really cool next step for the brand and for the work I’ve done with it.