Hard To Be Human
Project Overview
Life is messy, complicated, and exhausting, but coffee makes it a little easier. It’s Hard to Be Human isn’t just a coffee brand; it’s a daily ritual for those trying to navigate the chaos. Whether you're running late, overthinking life choices, or just trying to survive Monday, our coffee is here to keep you going.
NOTE: This is an unofficial conceptual project created solely for portfolio presentation. All Starbucks trademarks and assets are owned by Starbucks Corporation.
Scope of Work
Brand Identity Development: Creating the full visual identity, including logo explorations, color palette, typography, and packaging concepts that communicate a modern, relatable, premium tone.
Creative Direction: Establishing the brand’s visual and verbal tone, ensuring every element, from layout to messaging, reinforces the idea of coffee as both comfort and survival tool.
Copywriting + Messaging: Crafting brand voice, taglines, and narrative copy that blend humor with clarity, speaking to the everyday realities of being human.
Iconography
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