AVATAR COFFEE package design

In 2019, Avatar Coffee Roasters set out to carve their niche in the premium specialty coffee market. Unlike brands that cater to like-minded audiences, Avatar Coffee embraced a more inclusive ethos—eschewing like-minds for all minds. With roots in both India and Brazil, yet firmly grounded in Southern California, Avatar Coffee Roasters’ cultural influence and diverse team became integral to their identity. But, despite their background, they struggled to establish a cohesive long-term vision. Leadership’s lack of clarity led to incoherent branding, haphazard category assimilation, and low-quality creative execution, resulting in two years of declining sales. Recognizing these challenges, I stepped in to help redefine their path forward with the goal of turning their fragmented identity into a unified brand capable of driving both consumer engagement and business growth. Packaging became a key focal point.