Credits
Will Johnson
ROLE
Creative Director
Art Director
Brand Manager
Graphic Designer
Product Designer
Production Manager
R&D Specialist
UX/UI Designer
COLLABORATORS
RICH MALARY | Owner
ALEX RODRIGUEZ | Owner
TIMELINE
Oct 2023 - Jan 2024
(3 Months)
solution
In the pursuit of improvement, I opted for a bolder, brighter, and more daring visual approach, departing from the monochrome tradition. The refreshed visual identity blends warm, inviting tones with bold, handcrafted elements that reflect Kafé Ojalá’s commitment to heritage and quality.
Challenge
Understanding that any product's success hinges on customer connection, I aimed to rekindle the love for KO's brand among its patrons. The goal was not just to sell a product but to make customers fall in love with the brand anew; potentially unveiling a side they hadn't experienced before. Previously relying on a stark black base with white details, KO's aesthetic lacked warmth and an inviting feel.
Key Contributions
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Brand Identity
Developed a modernized brand identity, refining logo design, typography, and color palette.
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Product Design
Designed packaging for a new line of flavored syrups and signature coffee beans, balancing cultural authenticity with retail appeal.
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Digital Content Strategy
Created a social media and digital content strategy to drive engagement and sales.
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Merchandising
Produced branded merchandise and promotional materials to enhance visibility at events and storefront activations.
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UX/UI Design
Designed a website and e-commerce platform, optimizing customer experience and online ordering.
PRODUCTS
& Merchandising
The packaging was designed to stand out on retail shelves while maintaining a cohesive brand experience across digital and physical touchpoints.
digital/online strategy
Kafé Ojalá’s social media and digital strategy was designed to blend cultural storytelling with brand engagement, creating an online experience that felt as rich and inviting as its coffee. Through vibrant visuals, interactive content, and a refined messaging approach, the brand strengthened its connection with its audience, driving higher engagement and fostering a loyal community.
Outcomes
& Impacts
INCREASED CUSTOMER ENGAGEMENT
Kafé Ojalá’s refreshed digital presence and social media strategy led to a 30% increase in audience interactions, driving stronger customer loyalty and brand awareness.
EXPANDED PRODUCT VISIBILITY
With new, retail-ready packaging and a polished brand identity, Kafé Ojalá secured expanded shelf space in local & regional markets, increasing its reach beyond its flagship location.
STRONGER BRAND RECOGNITION
A distinct, culturally resonant identity allowed Kafé Ojalá to stand out in a competitive coffee market, reinforcing trust and recognition among both new and returning customers.
ENHANCED COMMUNITY CONNECTION
By aligning the brand’s visual storytelling with its Caribbean roots, Kafé Ojalá deepened its relationship with its community, fostering a loyal customer base that resonates with its mission and values.
SEAMLESS DIGITAL & E-COMMERCE EXPERIENCE
A revamped website and improved online ordering system made it easier for customers to explore products, place orders, and stay engaged with the brand, boosting online traffic and conversions.
CLIENT FEEDBACK
"This rebrand gave Kafé Ojalá a whole new level of confidence. We always knew our coffee and community were unique, but now our brand looks just as rich and bold as the flavors we serve! Customers are noticing, and the response has been incredible!"
— Rich Malary, Co-Owner
"Will, your wisdom, guidance, and seamless direction elevated every part of our business—from product packaging to digital marketing. Our website is more engaging, our merchandise actually sells, and our customers are more connected than ever. This was exactly the transformation we needed."
— Alex Rodriguez, Co-Owner
"Thank you isn’t enough. Your time with us gave Kafé Ojalá a polished, authentic look that truly reflects who we are. The packaging and social media have boosted our brand, helping us reach new customers and build stronger community. We’re just so happy, Will! Tremendous job!"
— Jaya Richard, Marketing Manager
