visual design, strategy, & experiments

Blacksmith Coffee Studios

Blacksmith Coffee Studios Identity 

In its first year, I worked to develop the brand for Blacksmith Coffee Studios, a luxury coffee startup in the United Arab Emirates. Starting from ground zero, I worked with the founders to create their mission, values, brand strategy, and visual identity. We settled on a brand that sought to return to the roots of a coffeehouse as a space that fueled informal discussion of ideas, creative work, and community. We also wanted to express a sense of everyday luxury and craftsmanship.

Ultimately, a different visual direction was chosen based on the conceptual identity work, and Blacksmith is now operating a cafe on Saadiyat Island, Abu Dhabi.


Abu Dhabi, 2014

Freelance Project