Selah Coffee Co.

Building a Brand from the Ground Up

Selah Coffee Company roasts high-quality whole bean coffee with a mission mindset. The opportunity was to build a visual identity from the ground up—one that captured the warmth, authenticity, and welcoming spirit at the heart of the brand. Working closely with the founder, I led the development of the brand identity from initial discovery through final execution. The process included defining the brand's visual direction, exploring positioning and personality, and creating a cohesive identity system designed to support future growth across physical and digital touchpoints. The resulting brand system included logo development, color palette creation, typography selection, supporting brand elements, packaging concepts, merchandise applications, and marketing assets. Every element was intentionally crafted to create a consistent and memorable experience while reflecting the values and personality behind the business.

Selah means "to pause, to rest, to reflect." We wanted the brand design to evoke that same sense of a thoughtful pause: to living in the moment and being present. The bird symbol ultimately embodied the sense of reflection we wanted to convey. More than a logo, the project established a foundational visual identity that could scale alongside the company and support future storytelling, customer engagement, and brand recognition.

I created the logo identity, package designs, and high-fidelity website and app design references.