Branding
Deepdive Coffee Crew
Building a community brand & experience
Overview
I designed the overall experience by connecting brand identity with in-person interactions. The goal was to make every touchpoint from visual communication to event participation feel consistent, meaningful, and human.
Through branding, I shaped the tone, values, and story that define who we are. Then, I extended that identity to offline experience, events layouts, and engagement flows that encourage people to connect and explore.
Problem definition
Most coffee events were one-time gatherings.
They often lacked clear information and didn’t give participants a consistent experience.
Insights
Solution
We wanted a design solution that shows who we are as a community,
while creating an experience people can truly connect with.
Process
Brainstorming
We held brainstorming using sticky notes to freely share ideas for our community branding. It was a collaborative process where team members exchanged thoughts and aligned our vision for what the community should stand for.
Mindmapping
Through mind mapping, we discussed and shaped the community’s core values, vision, and mission.
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Defined keywords.
And that's how
Deepdive coffee crew was created.
Slogan
Let's dive into coffee together.
GROW
CHALLENGE
TOGETHER
Vision
We dream of a community where all baristas and coffee enthusiasts can share in-depth coffee knowledge, grow together, and freely exchange ideas.
Mission
Education and Learning
Through workshops, seminars, and hands-on sessions, we aim to expand coffee knowledge and create an environment where both baristas and coffee enthusiasts can continuously learn and grow.
Experimentation and Innovation
By exploring and comparing various brewing methods and techniques, we encourage curiosity, experimentation, and the pursuit of new ideas that drive innovation in coffee.
Networking and Community Building
We foster a space where coffee professionals and lovers can connect, share experiences and ideas, and build a supportive community that grows together.
Style guide
Logo
Primary logo
Secondary logo
Primary logo with background colour
Colour
Hex code #2f2f2f
CMYK 0, 0, 0, 82
RGB 47, 47, 47
Hex code #f1f0eb
CMYK 0, 0, 2, 5
RGB 241, 240, 235
Online Experience Design
Extending connection through digital touchpoints
To create engagement beyond physical events, I designed a series of digital touchpoints. I created event posters and highlight content for Instagram to communicate the community’s energy and showcase each event.
A dedicated Discord channel was also launched a space for members to share coffee-related knowledge, ideas, and updates even after events.
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Achieved a 521% increase in views and 109% growth in reach,
comparing the first post to the latest one.
Offline Experience Design
Bringing the brand to life in real spaces
For the in-person experience, I designed all physical materials needed for each event including printed posters, worksheets, and signage.
Each element was crafted to maintain the brand’s visual identity while making the event experience feel organized, personal, and cohesive.
in a year
20+
Events
300+
People joined
Key learning
End-to-End design
Developed the ability to design holistically from understanding people needs to building a community brand and offline experience.
Collaboration & Communication
Improved my ability to communicate and collaborate with diverse groups of people through organizing events ranging from small gatherings of 10 to over 50 participants.
Design detail & Consistency
Focused on visual and experiential consistency designing event materials that enhance immersion and express the brand’s identity.