What first drew me to JJ Bean Coffee Roasters as a customer was its visual identity. The brand felt thoughtful, recognizable, and deeply connected to the culture of the city.
When I joined the team as a part-time barista in the summer of 2023, I became even more inspired by the in-store design system. I loved seeing new posters, seasonal campaigns, and signage come through the café. The graphics felt playful, intentional, and full of personality.
This concept project explores how I would bring forward some of the visual qualities that originally resonated with me most: expressive typography, illustration-driven storytelling, and a more energetic sense of personality throughout the brand experience.
Photo of JJ's original poster taken on May 9th, 2026.
Analysis
The goal of the original poster is to communicate the availability of a new product: Eastside Cold Brew Cans. The product itself carries strong brand associations — hardworking and easy-drinking — which creates an opportunity for storytelling beyond simply announcing the launch.
The original concept uses a linework illustration of a can silhouette with the Vancouver skyline inside it, likely referencing the Eastside view. While visually ambitious, the graphic and messaging feel disconnected from one another. The composition mixes textures, line styles, and perspectives, which results in a less cohesive visual outcome.
From a communication standpoint, the poster also relies on descriptive copy rather than narrative. The layout lacks a strong visual hierarchy, making it difficult for the viewer to immediately process the key message, supporting graphic, and call-to-action in a clear sequence.
Problems Identified
– The illustration does not reinforce the product messaging or intended brand feeling.
– Mixed rendering styles and perspectives create a visually muddy composition.
– Copy is rather descriptive and misses an opportunity to tell a story or evoke emotion.
– The layout lacks a clear hierarchy between headline, supporting copy, graphic, and CTA.
– Mixed rendering styles and perspectives create a visually muddy composition.
– Copy is rather descriptive and misses an opportunity to tell a story or evoke emotion.
– The layout lacks a clear hierarchy between headline, supporting copy, graphic, and CTA.
Proposed Direction
My approach was to simplify the communication and build a stronger narrative around the product itself. Rather than positioning the cold brew simply as a beverage, I focused on its personality: bold, hardworking, and convenient.
The product name was shortened from “Eastside Cold Brew Cans” to “Eastside Cold Brew”, allowing the illustrated can to communicate the format visually. This reduces redundancy and creates a cleaner headline.
I also introduced the tagline: “The hardest-working can in the fridge.” The line reinforces the product’s strength and caffeine-forward identity while subtly highlighting convenience — something you can take home, store, and grab later. It also adds personality and memorability to the campaign.
Visually, the redesigned illustration supports the narrative directly, creating a stronger connection between the graphic and the messaging. The overall composition is cleaner, the hierarchy is more intentional, and the CTA is easier to identify at a glance.
New visual direction applied to in-store signage.