Rebecca Shumway ©2020

Package design concept for Munity Coffee.

Munity Coffee 



Rebrand Munity Coffee. Identify opportunities with all customer touchpoints.

Design solutions, from brand identity to website.

Research, Copywriting + Design
Rebecca Shumway

For the rebranding of Munity Coffee, a socially responsible coffee subscription service, I started with the designer’s preferred tool: Microsoft Excel. Wait, unexpected choice?

Branding is more than an aesthetically appealing identity system. It is the process of investigating, defining, and designing the brand, from customer touchpoints to business environment. Using customer mapping, every touchpoint was audited, highlighting key areas for improvement. Another spreadsheet compiled analysis of the competition.

Next, I sketched, wireframed and copyedited. Surveyed the prototypes. Tweaked. Generated a one-pager brand guide. Nothing intensive: As a startup, Munity Coffee needs design to simplify the brand, not complicate it.

Brand style guide

Concepted and designed while enrolled in Social Entrepreneurship

in the Honors College at Florida International University.