About the Brand
Blended Joe began in 2018 as a multicultural, small-batch coffee roaster built around one belief: that great coffee can bring people together. What started with online orders and custom blends has grown into a full-scale brand built on quality, unity, and connection. Each roast is crafted in South Jersey using specialty-grade, sustainably sourced beans roasted in small batches for the freshest flavor possible. Beyond great coffee, Blended Joe stands for inclusion, giving back to the community, and celebrating the shared experience that happens over every cup.
My Role in the Brand
I joined Blended Joe in 2020, fresh out of college, as the lead designer. From that moment, I helped build the visual identity that carried the brand’s heart and story. Designing everything from packaging and K-Cup labels to menus, signage, and in-store materials. Every flavor and blend has its own look, personality, and color palette, all tied together through one consistent brand language. By 2025, our work came full circle as Blended Joe opened its first storefront in Washington Township, New Jersey a space that brought the brand to life and gave people a place to experience it in person.
Store Design
All storefront graphics for Blended Joe were designed to create an eye-catching, cohesive brand presence that instantly communicates the vibe of the shop. I developed each graphic to reflect the brand’s handcrafted, community-driven feel. The design balances bold readability with personality, drawing in foot traffic while reinforcing the coffee bar’s identity. Every piece was intentionally created to feel welcoming, energetic, and unmistakably Blended Joe.
Packaging
Over the years, I’ve created an entire visual system for Blended Joe, designing more than 30 unique coffee labels, boxes, and product variations that bring the brand’s personality to life. Each design was developed to match the flavor profile it represents, from the upbeat energy of Rise & Shine and the smooth rhythm of Roasted Symphony, to the everyday comfort of Every Day Joe.
Beyond the bags, I also designed K-Cup labels, retail boxes, and store materials like menus, signage, and in-store displays, all working together to keep the brand consistent across every touchpoint. The goal was to make Blended Joe instantly recognizable through warm tones, playful illustrations, and clear storytelling that connects the look of each product to the experience inside the cup.
Color Scheme
Inspired by the warmth and richness of coffee culture, from the smooth pour of a latte to the deep roast of an espresso. Foam serves as the light and airy foundation, reflecting the comfort and approachability of the brand. Zest Rush adds a burst of bold energy, echoing the vibrancy of freshly brewed coffee and the passion behind every roast. Coffee anchors the palette with a grounded, roasted brown that evokes warmth and reliability, while Dark Roast provides strength and sophistication, tying everything together.
Social Media
We use social platforms not only to showcase what’s new but to bring people into the world of Blended Joe, celebrating our customers, sharing behind-the-scenes moments, and giving a taste of the atmosphere you’ll find inside our South Jersey café. Whether it’s announcing a new roast, teasing upcoming flavors, or sharing photos from community events, our social strategy keeps the brand fresh, engaging, and always brewing something exciting.
