BRAND DESIGN | CREATIVE DIRECTION | RETAIL & EXPERIENTIAL
From Scratch to a Multi-Million Dollar Brand
Led the brand development, retail experience, and wholesale expansion of Huckleberry Roasters, transforming it into a multi-million dollar business with award-winning recognition.
COMPANY
Huckleberry Roasters
YEAR
2011-2017
SKILLS
People management, construction design, brand building, logo design, print materials, raw materials sourcing, payroll, accounting, A/R, A/P
SOFTWARE USED
Illustrator, Photoshop, Gusto payroll processing, various accounting platforms
CHALLENGE
In 2011, my co-founder and I set out with a simple idea: build a coffee brand that did more than just serve good coffee—it would foster community, set new standards for quality, and become a trusted name in specialty coffee. With no initial blueprint and minimal resources, the challenge was clear: create a brand from scratch, establish a local footprint, and build a wholesale program that could compete with industry veterans.
SOLUTION
We started with a hands-on approach—sourcing green beans directly, learning the intricacies of roasting, and crafting a brand identity that was both approachable and uncompromising. My role spanned brand development, café design, retail experience, and creative direction. Some key steps included:
• Brand Identity: Built a visual identity that captured the spirit of community and quality, reflected in everything from café signage to packaging.
• Café Design & Experience: Designed and launched three distinct café locations, each with its own vibe but tied together through consistent brand storytelling.
• Wholesale Program: Established a wholesale program that grew exponentially, supplying award-winning coffee to restaurants, cafés, and retailers nationwide.
• Digital & Print Collateral: Developed marketing materials, digital content, and packaging that solidified Huckleberry as a recognizable and trusted brand in the specialty coffee space.
• Community Engagement: Focused on fostering local partnerships and hosting events that brought people together over a cup of coffee.
OUTCOME
What started as a grassroots coffee project grew into a multi-million dollar business with:
Three successful café locations that became community hubs in Denver.
An award-winning wholesale program, distributing to over 100 partners nationwide.
National recognition for quality and community focus, leading to features in Sprudge, Barista Magazine, and Thrillist.
A dedicated community of customers who came for the coffee but stayed for the experience.
REFLECTION
Huckleberry Roasters is more than just a brand—it’s a testament to the power of community, good design, and an obsessive commitment to quality. From roasting beans late into the night to designing our first café space, every step of the journey taught me the importance of grit, adaptability, and vision. Most importantly, it showed me that a well-crafted brand is not just seen—it’s felt.
