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.
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
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
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