Full-Service Brand Identity & Creative Direction for Laidrey. Laidrey is a Los Angeles–based specialty coffee roastery known for its ethically sourced, organic, single-origin coffees and its commitment to sustainability and female-led production . The brand required a cohesive, elevated identity that could translate seamlessly across physical, digital, and experiential touchpoints.

 

As Creative Director, I led the end-to-end development of Laidrey’s visual identity, crafting a distinctive brand system rooted in storytelling, craft, and cultural nuance. My role encompassed both strategic direction and hands-on execution, resulting in a fully realized brand ecosystem. Laidrey is a cohesive, recognizable brand that extends beyond packaging into a fully immersive customer experience—bridging product, space, and storytelling. The identity positions Laidrey as a premium yet approachable coffee brand within the Los Angeles market, while supporting its growth across multiple café locations and product lines. This project reflects a holistic approach to branding—where strategy, design, and environment work together to build a meaningful and scalable brand. Since it's launch, Laidrey has expanded to 4 shops within Los Angeles County and continues to expand and evolve their brand reach.