Client: Self — Bean Devil Coffee Co., Josh’s own coffee roasting company, founded 2010.
Role: Founder / Creative Director / Designer / Developer
Disciplines: Brand Identity, Packaging Design, E-Commerce Development, Marketing & Promotional Design, Video Production (Stop Motion)
The Problem
Launching a consumer product brand means solving two problems at once: you need an identity strong enough to earn shelf presence, and a commerce infrastructure capable of actually moving product. Bean Devil started with one real asset — a name with genuine personality, and the instinct to build something around it that matched that energy. The challenge was translating “Bean Devil” from a name into a full visual world without softening its edge or drifting into novelty.
The Process
I built the identity from the name outward, letting the character — irreverent, bold, a little dangerous — inform every design decision from packaging through digital. The packaging system was designed to hold its own in a crowded specialty coffee market, with visual weight and craft credibility that could sit next to established brands without flinching. The e-commerce site was built to match: direct, fast, and built for conversion. The stop motion video — “Drink it before the devil knows it’s gone” — was produced to give the brand a voice beyond static assets, turning a tagline into a cinematic moment and demonstrating the kind of storytelling that makes a product feel like a brand.
The Results
Bean Devil became a fully operational consumer brand with a coherent identity system across packaging, digital, and video — built entirely in-house, from concept through commerce. The stop motion video delivered a memorable brand narrative that elevated the company beyond typical small-batch coffee positioning. The project remains a demonstration of what’s possible when brand strategy and creative execution are treated as a single discipline rather than separate workstreams.
