Caffeine Critters | Creative Direction, Creative Strategy

The Challenge
Death Wish Coffee boasts a fiercely passionate fan base, one so dedicated, their reviews border on legendary. The challenge? Transform the wild energy of these community members into a physical, collectible experience that celebrates their devotion while reinforcing brand affinity.

My Approach
Drawing inspiration from those cherished childhood trading cards, I designed limited-edition collectible packs featuring illustrated caricatures based on standout, "psychotic" customer reviews. The process involved curating the most memorable fan feedback and translating it into a playful, illustrative design. These packs were included in select orders, and the featured reviewers received surprise wall prints of their artwork, an authentic, personal touch that turned fans into brand ambassadors.

The Outcome
Caffeine Critters packs quickly became coveted keepsakes, sparking buzz in the community and deepening the emotional connection between fans and the brand. This authentic nod to fan culture reinforced loyalty, giving fans something truly fun, personal, and tangible to engage with.

Why It Stands Out
This project showcases my ability to turn fan passion into brand storytelling, elevating customer engagement through creative strategy and playful design. It demonstrates how community insight and inventive executions can create memorable, emotionally resonant brand moments.