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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

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, 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 colorful can of Tribe brand Nitro Cold Brew Coffee with functional mushrooms, labeled 'Zoom', 12 fluid ounces, on 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.
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.
A yellow, blue, and green package of Tribu Guatemala medium roast whole bean coffee is held by a hand, with a green circular design in the 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 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.’
Three yellow and blue gradient coffee bags labeled 'Tribe' with notes including 'Guatemalan medium roast' and 'Whole bean coffee', placed on a white surface casting shadows.

ATTENTION!

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