Fuel Coffee

Fuel Coffee

White Label Designs

White Label Designs

Designed all of Fuel's white labeled coffees, The Milky Way, La Papaya Exclusive Lot, and the Northern Lights Holiday Blend.

Fuel Coffee's old branding guide stuck closely to vintage 60's gas stations. For this design concept, I decided to brainstorm around the concept of rocket fuel instead of gas fuel  to modernize the overall brand. 

The Milky Way is Fuel coffee's first white label and my first white label design. My first draft designs were colorful, whimsical, shapeless patterns. Once I decided to move forward with the concept of rocket fuel, the team was able to settle on the blend name, The Milky Way. 

I incorporated the shapeless, whimsical patterns from the first concepts to add subtle texture. The final design is reminiscent of space, and compliments the original color of the Fuel logo.

product shot taken by Marissa Sohn  

1st Draft Concept Design

1st Draft Concept Design

1st Draft Concept Design

1st Draft Concept Design

La Papaya Exclusive Lot Label

La Papaya Exclusive Lot Label

La Papaya Exclusive Lot Label

v4.2

v4.1

v1

v2.1

v2.2

v2.3

v3.1

v3.2

v3.3

v3.4

Bottled Lattes

Bottled Lattes

During the pandemic, a lot of companies were finding ways to minimize customer contact and increase revenue. I suggested making bottled lattes for folks to take on the go or enjoy from the comfort of their homes. 

To maintain consistency, I wanted the theme of these bottles to be similar to the Milky Way label designs. The elements of the design are overall subtle to not compete with the information on the label. 

Merchandise

FUEL COFFEE GIFT CARDS

This was designed around the same time the Milky Way label designs were being conceptualized. Fuel Coffee is often associated with "retro" and "vintage". I wanted to introduce fun, bold, silly colors to bring in playfulness to Fuel Coffee's brand

PRIDE CAT MiiR CAMP CUPS

Since I was bringing in fun, playful colors into Fuel Coffee, I designed the Pride Cat MiiR Camp Cup. I wanted to continue the fun, playful, summery color story consistent throughout the branding. 

Fuel Coffee Instagram

Using Format