The Challenge
During the pandemic, the food and beverage industry faced major disruptions. With cafés closed and restaurants shifting to delivery, Long Beach lacked accessible, high-quality coffee options. Downlow Coffee set out to fill this gap with a hyperlocal, small-batch cold coffee delivery service — but needed a brand that reflected its underground, community-first ethos.
During the pandemic, the food and beverage industry faced major disruptions. With cafés closed and restaurants shifting to delivery, Long Beach lacked accessible, high-quality coffee options. Downlow Coffee set out to fill this gap with a hyperlocal, small-batch cold coffee delivery service — but needed a brand that reflected its underground, community-first ethos.
The Approach
As Creative Director, I transformed Downlow from a neighborly experiment into a cohesive brand. I developed the visual identity, packaging design, and brand voice to strike a balance between mystery and approachability. The design language leaned into minimalism and familiarity, while hinting at quiet rebellion — aligning with the brand’s intimate, word-of-mouth delivery model.
As Creative Director, I transformed Downlow from a neighborly experiment into a cohesive brand. I developed the visual identity, packaging design, and brand voice to strike a balance between mystery and approachability. The design language leaned into minimalism and familiarity, while hinting at quiet rebellion — aligning with the brand’s intimate, word-of-mouth delivery model.
The Outcome
Downlow Coffee evolved into more than a beverage; it became a hyperlocal experience. By sourcing beans from neighborhood roasters and brewing within the community, the brand not only served coffee but educated consumers on sustainable, small-scale practices. The intentional design and storytelling established Downlow as both a product and a cultural touchpoint within its community.
Downlow Coffee evolved into more than a beverage; it became a hyperlocal experience. By sourcing beans from neighborhood roasters and brewing within the community, the brand not only served coffee but educated consumers on sustainable, small-scale practices. The intentional design and storytelling established Downlow as both a product and a cultural touchpoint within its community.
