Cumulus set out to reinvent cold coffee at home. The result: a countertop machine that brews cold coffee in under a minute, paired with beans roasted specifically for cold. As Head of Design, I built the brand from the ground up—guiding everything from identity and packaging to photography, web, and launch strategy.
Designed in-house at Cumulus, NYCDesigned from start to finish for brewing cold.
BRAND & DIGITAL
Working with a lean internal team and agency partners, I developed a design system that blended high-end cues with everyday accessibility. I led the visual direction across site, product, and packaging, shaping everything from the homepage to the machine’s shipping experience.
PHOTOGRAPHY & PACKAGING
I established the visual tone and art-directed product and beverage photography. I also partnered with our structural packaging designer on materials, finishes, and unboxing. I worked closely with our team to design supporting elements like syrup labels and our limited “Gilded” coffee line.
ACTIVATION & LAUNCH
For launch, I oversaw creative across digital and IRL touchpoints. I led campaign design and worked with For Good & Co. to produce the Coffee to Mouth Tour, a branded mobile tasting experience that introduced the product to new audiences just before the holidays.
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Designed at
Cumulus, NYC
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Creatives
Head of Design: Viresh Chopra
Creative Director: Kar Kay Ho
Art Direction: Kelly Na, Abby Skolits -
Photography + Videos
Photography: Kar Kay Ho
Video: David Mishler, Ro&Co
Illustration: Ivy Tai -
Agency Partners
Ro&Co
ViewSource
For Good&Co.
GrownUp Studio