When an idea starts as a food truck, but has even bigger dreams.
Start small, Dream bigger.
Born from a Venice food truck, Vale set out to make handcrafted nitro coffee and matcha faster, more playful, and a lot less typical coffee blahs.
With the belief that coffee should be tasty, playful and always inventive, we built a brand that wasn’t afraid to experiment, have some fun and stand out amongst a crowded and kinda predictable industry.
ROLE: Creative Director, Design, Photography
Vale already had the beginnings of a bold idea. My goal was to turn it into a cohesive brand experience that could grow with the business and its aspirational goals.
We built a world that was vibrant, playful, experimental and unmistakably rooted in Venice, quirky, active, fun and always a good time with good vibes.
A beverage brand with a playful side of tech.
We wanted to push the brand beyond the expected and into something expressive, and unapologetically fun (and maybe a tiny bit bonkers). Think vibrant pinks and purples grounded by flat blacks, bubbly graphics, chunky typography, and a little ’90s vaporwave. A brand bursting with color, motion, and personality, with the same kind of energy as your first spike of caffeine.
We carried that same vibrant energy into the web app ordering experience. From playful animations to personalized drink labels, every interaction was designed to be full of personality and make ordering fast.
Custom web app for Ordering
