For this personal project, I created a coffee brand inspired by the folklore surrounding jackalopes. I’ve always been drawn to stories of strange creatures, so I set out to build a bold, vibrant brand centered around a mischievous jackalope mascot. I wanted to create a brand identity that celebrates curiosity, playful rebellion, and a little bit of chaos, inviting people to embrace mischief, question the ordinary, and find humor in the unexpected.
The target audience is open-minded, curious, and creative individuals who find joy in the unusual. They embrace their own sense of strangeness and connect with art, storytelling, and the outdoors. This is coffee for those who chase inspiration, welcome unpredictability, and don’t mind stirring up a little trouble.
Jackalope Java
Procreate, Adobe Illustrator, Adobe Photoshop
Materials Used
Designer
Project Type
Coffee Brand
Role
Year
2026
Design Process
I started by sketching jackalopes in a variety of poses. Over time, I developed a more anthropomorphic, playful direction for the character and began ideating the mascot’s personality.
Logo Sketches
I explored multiple logo iterations and type directions centered around a jackalope sitting in a coffee cup. While the concept had potential, I felt it lacked movement. To address this, I redesigned the logomark to show the jackalope jumping into the coffee, introducing more energy and personality. I also developed custom hand-lettering to give the wordmark a more organic, playful feel.
Logo Development
Early direction:
Middle refinement:
Final design:
After finalizing the logo, I began sketching scenarios the jackalope might get into, exploring how the mascot’s mischievous personality could carry across the packaging system.
Packaging Exploration
As the packaging system developed, I shifted from a brighter primary palette toward richer, slightly aged tones. This helped connect the brand visually to folklore and a sense of history, while the bold color contrasts kept the identity feeling playful, vibrant, and modern.
Color & Visual Direction
Final Brand System & Packaging
