Yallhalla Coffee Co. is a small-batch coffee brand built at the intersection of Norse mythology and Western Americana — where the longship meets the longhorn. The brand blends rugged Scandinavian grit with frontier iconography, positioning its roasts as bold, high-impact fuel for early risers, creatives, and modern-day adventurers.

I led the brand development from inception, establishing a comprehensive visual identity system including logo architecture, typographic hierarchy, custom lettering explorations, color palette definition, and brand voice articulation. The identity was designed to balance heritage-inspired symbolism with contemporary market relevance.

In parallel, I developed a modular, multi-SKU packaging system engineered for scalability across roast profiles, limited releases, and seasonal offerings. This included adaptive layout grids, illustration zones, variable data structures, and production-ready dielines to ensure consistency across evolving product lines.

Each flagship roast features bespoke, hand-drawn illustrations that expand the brand narrative while maintaining cohesion within the broader system. I also concepted, designed, and oversaw production for an apparel capsule, translating the visual identity into wearable graphics through considered typography, iconography, and merchandise design — reinforcing brand equity beyond the shelf.

2022