PortHaas Coffee
Port Haas is a fictional coffee brand inspired by the fusion of architectural heritage and contemporary minimalism. The project explores how visual identity can shape customer perception and elevate everyday rituals like getting coffee. I developed a cohesive brand system — from logo and typography to packaging and spatial applications — that feels premium without being pretentious. The design emphasizes bold structure, refined details, and a sense of timeless sophistication that would stand out both on shelves and on the street.
Project Overview
To define Port Haas, I began by researching mainstream coffee brands such as Starbucks, Dunkin’, and Dutch Bros. While successful, these brands often rely on overly familiar visuals, loud or chaotic branding, and mass-market appeal that can feel impersonal or overly commercial. In contrast, Port Haas was designed to stray from these conventions—favoring a refined, cohesive identity that balances elegance with approachability. The goal was to create a brand that feels curated and elevated, yet still warm and welcoming.
Research
Starbucks Package System
Dunkin’ Donuts Package System
Dutch Bros. Package System
Establish a Distinct Visual Identity
Create a cohesive brand system that visually sets Port Haas apart through a balance of refined minimalism and bold, expressive elements.
Communicate Sophistication & Warmth
Design visuals and messaging that reflect the shop’s upscale nature while remaining inviting and accessible to a broad audience.
Enhance Brand Recognition & Flexibility
Develop a logo, typography, and packaging system that is easily recognizable, scalable across formats, and adaptable for future brand growth.
Creative Objectives
Brand Strategy, Designer
12 Weeks
Illustrator, Photoshop
Role
Timeline
Tools
Port Haas was developed as a sophisticated yet approachable brand rooted in architectural precision and thoughtful minimalism. Through a balanced use of typography, a warm yet refined color palette, and a modular packaging system, I created a visual identity that blends structure with soul.
The brand feels intentional across every touchpoint (from logo and packaging to the mobile coffee truck) inviting users into a polished, cohesive experience.
The Solution
The Port Haas packaging system draws a visual connection between architectural design and the origin of the coffee bean. Inspired by the architecture native to the region, each package includes a subtly nod to the source of each roast, creating a thoughtful link between where the coffee comes from and how it’s presented. This approach makes Port Haas stand out, because it uniquely treats the packaging as a vessel of storytelling, blending place, process, and design into one unified experience.
Packaging System
Port Haas pushed me to think beyond aesthetics and focus on how branding can shape the entire customer experience. It taught me the importance of keeping elements consistent across different touch points and how subtle details can carry a lot of weight.
This project strengthened my ability to build not just a look, but a feeling, and reminded me that strong design always starts with clear intention.
Reflection