Austin Wade
I’m a graphic designer, illustrator, and art dirctor speaking to the design-minded and aesthetic appreciators. My work draws influence from old world design styles and places emphasis on a refined, naturalistic feel. I believe that a focus on natural textures and handcrafted looks creates a connection and draw with the end user that is unrivaled in today’s highly digital landscape.
In 2010 I got my start designing merchandise and album covers, and worked my way through the ranks to being the art director of a multi-million dollar international corporation. I’ve worked in nearly every industry you can think of and have touched just about every type of design project there is, from designing Instagram ads to directing and treating full 1000sq/ft trade show booths.
My focus is on intentional branding, packaging, and telling compelling, thoughtful stories through advertising.
Coyote Ridge
Nestled in the heart of northern Arizona, Coyote Ridge Coffee Co. exists as a conceptual brand I envisioned for a personal project. Although it’s not a real coffee shop, I created this brand to represent a vibrant hub for coffee enthusiasts and casual drinkers alike. The stunning landscapes of the Southwest served as my inspiration, as I sought to celebrate the rich history and culture of the region through carefully crafted coffee experiences. In my vision, Coyote Ridge aims to become a gathering place for the community, offering not just coffee but a shared experience that resonates with local values and the spirit of togetherness.
Services:
Logo & Identity Design
Packaging
Patterns & Iconography
Merchandise Design
Illustration
The Brief
In developing this project, we recognized the need for full-scope branding to launch Coyote Ridge effectively and cover all possible revenue streams. With a clear vision for creating a welcoming atmosphere that promotes community, we wanted the brand to resonate with its target audience while standing out on crowded shelves. The challenge was to convey a sense of hand-crafted quality and attention to detail, while also infusing a bit of whimsy and modern flair.
Through this creative exploration, I sought to understand the essence of the brand and its connection to the local culture. I envisioned Coyote Ridge as more than just a coffee shop; I wanted it to embody a community of regulars who share an ethos of quality and support. This understanding shaped my approach to developing the brand identity, as I aimed to create something meaningful and memorable.
The Process
My process began with developing an extensive brief, diving deep into the imagined mission, values, and desired stylistic influences of Coyote Ridge Coffee Co. I gathered references that highlighted the rich history of Arizona’s Native American culture and the breathtaking southwestern landscape, which laid the groundwork for the entire branding project. This research ensured that I had a solid understanding of the story we wanted to tell.
Next, I focused on creating typography and a wordmark, followed by the development of the brandmark and illustrative style. I drew inspiration for the iconography and patterns from native flora and the flavor notes found in the imagined coffee blends.
The Outcome
The result of this creative endeavor was a robust brand identity that encapsulates what Coyote Ridge Coffee Co. represents. I designed a logo and alternate marks, along with three unique coffee packages that used developed iconography and illustrations. Each element emphasized a connection to southwestern nature while maintaining an approachable and friendly personality. Additionally, I crafted a set of taglines and phrases that could be utilized across various applications, ensuring consistent messaging that resonates with the target audience.
The coffee bag labels were crafted with attention to detail, incorporating all the essential information a coffee enthusiast would want. The iconography references native flora, while the color palette draws inspiration from the rich history of the local Native American tribes. Patterns were developed using traditional Native American quilting techniques, further enriching the visual storytelling. This extensive and thoughtful branding effort resulted in a captivating identity that not only stands out on the shelf but also tells a compelling story.
Impact
The impact of my branding and packaging efforts on the imaginary Coyote Ridge Coffee Co. has been profound. The finished product provided a complete personality and visual identity, allowing the brand to connect with potential customers effectively. With a cohesive and consistent branding strategy in place, my vision for Coyote Ridge was well-equipped to launch into the market, engaging new fans and cultivating a community that shares its ethos of high-quality products and supportive connections.
As a result of this creative project, Coyote Ridge Coffee Co. now possesses a unique and compelling brand that distinguishes it from the competition. In my vision, they are not just selling coffee; they are inviting customers into a narrative steeped in local culture, quality craftsmanship, and community spirit. With the groundwork laid for a flourishing business, I am excited to see how my concept for Coyote Ridge Coffee Co. would grow and thrive in the dynamic world of coffee, if it were real.