FEED — Shop & Cafe

FEED, an impact-driven lifestyle brand, opened it’s first brick and mortar in a 19th-century coffee warehouse in DUMBO, Brooklyn.

Role– Creative Director

Recognition– Coffee packaging featured on The Dieline

A doormat with the words "WE CAN DO A WORLD OF GOOD" written on it, with a person standing in front wearing black and white slip-on shoes and ripped jeans.
A hand holding a black coffee cup with a black lid against a dark gray door with a lock.

The FEED Shop & Cafe was designed to be a communal space for gathering, coffee & shopping—all whilst helping provide school meals with every transaction.

A white paper coffee cup with black geometric patterns and the word 'FEED' written on it, placed on a wooden surface against a brick wall background.
Person pouring milk into a ceramic mug at a coffee shop counter
Coffee shop counter with a barista, shelves of coffee beans, cups, and decor, a digital counter displaying the number of meals provided, and menu boards offering hot and cold coffee drinks.
A bag of decaffeinated coffee labeled 'FEED Heritage Blend' surrounded by roasted coffee beans.

Translating the Brand into an Experience

I led the design across every touchpoint (from coffee cups to retail signage) shaping a space that fully embodied the brand’s warm, imperfect, and handcrafted character.

A disposable coffee cup with black and white patterned design and the word 'FEED' in a black circle on the front, placed on a wooden surface against a brick wall background.
Hand holding a coffee cup with the words 'Cultivate Kindness' on the sleeve, against a striped background.
A person holding a cup of coffee with latte art, standing on a sidewalk near a sign that reads 'Good coffee that does good.'
Coffee cup with latte art, paper tags with printed quotes, a black stamp, green plant leaves on a wooden surface.
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Photography– Nathan Kraxberger
Custom Illustration– The Schubert Studio