Danes  
 Specialty Coffee 

Danes Specialty Coffee is one of Sydney's most celebrated specialty roasters and a multiple award-winner, including "Australia's Best Roaster." I joined as the sole creative and spent five years building and owning the brand's visual identity from the ground up.

The Challenge
An award-winning roaster with no formalised brand guidelines or consistent visual system. A new cold brew product range needed to be built from scratch, covering packaging concept, bottle sourcing, and campaign, while the broader brand required standardisation across every touchpoint.

The Approach
Defined and implemented brand guidelines that unified visual execution across all channels. Led the end-to-end launch of the cold brew range: conceiving the packaging design, sourcing distinctive bottles, and producing the full campaign, including complete art direction for product and lifestyle photography. Redesigned coffee bag packaging across all blends and single origins, restructured print production processes to reduce cost and waste, and created a double-page magazine advertisement for a leading Northern Beaches publication, celebrating the "Australia's Best Roaster" award.

The Outcome
A brand that operated with consistency and confidence across every touchpoint for the first time. The cold brew range launched as a successful new revenue stream. Print production costs were significantly reduced through packaging redesign and supplier optimisation.