This one started with a feeling, a coastal aesthetic I wanted to explore, and a tagline that I couldn’t get out of my head: "No fog, no crash, just coast." It had to be a coffee company.

East Point Coffee became the vehicle for that idea. The "E" in the wordmark carries a subtle eastward arrow with a hint of trident, a detail that rewards a second look. The packaging pulls from the identity's wave motif to frame the product name and flavour notes, while angled stripes drawn from a lighthouse form the pattern on the side of the coffee bags. Every product is named with a nautical or lighthouse reference with a Dirty Heads album nod tucked in there for good measure.

The brand extended naturally into cold brew, keeping the layout and palette consistent with the coffee line while giving the format its own moment.