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TRIBE COFFEE

In 2025, I joined Tribe Coffee as a partner and Creative & Marketing Director to help build the brand from the ground up.

Since then, I've led creative direction, marketing strategy, website design, content production, packaging, merchandise, social media, advertising, partnerships, and community engagement. I've also helped shape new products, event experiences, sponsorship opportunities, and long-term growth initiatives.

Like most startups, building Tribe has required wearing a lot of hats. From investor decks and product launches to photography, video, and brand strategy, my role has been focused on creating a company people want to be part of, not just a product they want to buy.

TRIBE WEBSITE
A red Jeep with the words 'Fueled for Adventure' on the side, parked on a dirt path near pink flowers. Two yellow flags with the word 'COFFEE' are flying in the breeze. People are walking nearby, and there is a cityscape with buildings and trees in t
Yellow flag with red text reading 'OFFEE' attached to a vehicle with a black top and a partially visible person underneath. The background shows a bright, partly cloudy sky.
A person holding a to-go coffee cup with a sidewalk chalk style logo on it, in front of a vibrant flower garden filled with pink, white, yellow, and orange flowers.
A group of three men at a flower field with a mobile beverage stand. One man is leaning over a cooler, preparing drinks, while the other two stand nearby, engaging with the stand. The background features colorful flower beds and a clear sky.
A red off-road vehicle parked in a rocky outdoor area with a sign that reads 'Mobile Tribe Coffee'. The vehicle is decorated with green and yellow graphics and has flags that say 'Cafe'. Large rocks and boulders are in the background under a clear bl
Red Jeep Sahara off-road vehicle with green and yellow decals, including the words 'Fueled for Adventure' and 'tribecooffee.net', parked outdoors under a partly cloudy sky with the sun shining brightly. A Turkish flag is mounted on the vehicle, and a
Three colorful cans of Tribe functional mushroom cold brew coffee on a teal background, labeled Hush, Tune, and Zing, each 12 fl oz.

FUNCTIONAL COLD BREW

As Tribe Coffee expanded beyond traditional coffee offerings, I developed the concept for a line of functional cold brew beverages designed around two distinct experiences: energy and focus, or calm and recovery.

Starting with a simple idea of an "upper" and "downer" coffee, I created the product strategy, named the beverage line, developed the brand positioning, and designed the packaging system. Working alongside a beverage formulator, I helped guide three rounds of formulation and testing to refine both the ingredient profiles and customer experience.

Beyond creative direction, I also worked through manufacturing requirements, production logistics, and commercialization planning to help bring the concept from an idea into a market-ready product.

Services: Product Strategy • Naming • Packaging Design • Creative Direction • Formulation Development • Manufacturing Planning

A colorful can of Tribe brand Nitro Cold Brew Coffee with functional mushrooms, labeled 'Zoom', 12 fluid ounces, on a neutral background.
A colorful, abstract-designed can of Trüle brand Decaf Nitro Cold Brew Coffee, with the flavor Tune, standing on a light-colored shelf against a neutral background.
A 12 oz can of Tribe Hush Decaf Nitro Cold Brew Coffee with functional mushrooms, featuring a colorful gradient design with green, blue, purple, and yellow hues.
Colorful coffee packaging with green, yellow, and blue background. Features information about nitro cold brew coffee, including origin from Brazil and Colombia, medium roast, tasting notes of nougat, chocolate, and stone fruit. Contains nutritional facts, ingredients, and recycling symbols.
Label for Tribe Coffee Culture's Nitro Cold Brew Coffee, Brazilian medium roast, decaf, 12 fluid ounces, with nutrition facts, origin in Alta Magiana, California, and flavor notes of chocolate, molasses, and barley.
A bag of Thrive guacamole with a yellow to green gradient design, resting among yellow flowers and green leaves. The text on the bag indicates it contains 12 ounces of guacamole, made with avocado, medium roas, whole bean coffee, and notes of chocola
People walking among colorful flowers in a field with a red adventure vehicle and yellow flags in the background.
A red Jeep with green and yellow lettering parked in a desert landscape with mountains in the background. The Jeep has a canopy extension and a spare tire on the back. There is a small signboard in front of the vehicle advertising mobile coffee.
Colorful packaging of Tribe Guatemala medium roast whole bean coffee with notes of nougat, chocolate, and stone fruit, held in a person's hand against a plain background.
Colorful packaging of Tribe Guatemala medium roast whole bean coffee with notes of nougat, chocolate, and stone fruit, held in a person's hand against a plain background.

WHOLE BEAN COFFEE

Developed Tribe Coffee's retail whole bean program from concept to launch. Helped source and broker the coffee, refine the roast profile and tasting notes, design the packaging system, and create supporting sales materials.

To reinforce the brand's mobile roots, I designed a custom coffee bag featuring an integrated handle, transforming the packaging into a functional extension of Tribe's "coffee in motion" identity.

Services: Coffee Sourcing • Product Development • Packaging Design • Sales Materials • Creative Direction

Person holding a colorful package of Trēf coffee with a handle cutout.
Person holding a colorful package of Tribe Guatemala medium roast whole bean coffee.
A person holding a colorful package of Tribe Guatemala medium roast whole bean coffee with notes of nougat, chocolate, and stone fruit.
A colorful coffee product packaging design featuring a gradient background with wavy lines in white. The front displays the word 'tribe' in white with coffee notes indicating guatemalan medium roast whole bean coffee, with flavors like nougat, chocolate, and stone fruit. The weight is 12 ounces. The back provides info about the origin, altitude, processing method, and tasting notes, along with a QR code, social media icons, a barcode, and a space for a best by date. Pink measurement guides outline dimensions of various sections of the packaging.
A cartoon crab holding a mug with the word 'trick' on it, smiling and giving a thumbs up.
Circle of text spelling 'MOBILE COFFEE' around a black center.
Sticker from Tribe Coffee featuring a smiling face with spiral curl hair, holding a coffee cup, with steam rising, in a blue tone with red details.
A colorful package of Trike coffee from Guatemala, medium roast, whole bean, with notes of nougat, chocolate, and stone fruit, weighing 12 ounces.
A colorful bag of Tribe Guatemala Medium Roast Whole Bean Coffee being held against a backdrop with a green circular design.
Person holding a bright yellow bag of Tribes Guatemalan medium roast whole bean coffee with green and blue design, black handle, and labeled notes of ‘nougat, chocolate, stone fruit.’
A bag of Tribe coffee floating underwater in a pool or ocean, with bubbles surrounding it. The bag is yellow and green with white text, indicating it is Guatemala medium roast whole bean coffee.
Digital art of the word "hello" written in cursive with a reflective, metallic style in shades of blue, black, and white.
Digital art of the word "hello" written in cursive with a reflective, metallic style in shades of blue, black, and white.
Green poster titled 'Coffee Run! Community Roast' with details about Guatemala coffee, harvested in 2004, washed processing, tasting notes of nougat, chocolate, and stone fruit. Includes logos for 'Triee' and 'Ironsmith Coffee Roasters', QR codes, and illustrations of running figures, a coffee cup, and a map.
A can of Guatemala medium roast coffee labeled "Coffee Run!" placed on gravel pavement with cars and a parking lot in the background.
A person jumping in the air with a clear blue sky in the background, advertising a run club meets every other Thursday at Moonlight Beach, with large yellow text overlay.

Ironsmith Coffee Run Club Collab

ATTENTION!

I built Tribe's social media presence from the ground up, developing the brand voice, content strategy, and visual identity across all digital channels. Created a content ecosystem focused on community, movement, adventure, and local culture, helping position Tribe as more than a coffee company.

Services: Content Strategy • Photography • Video Production • Copywriting • Social Media Management