Cumulus set out to reinvent cold coffee at home. With 75% of Americans now drinking cold formats – and no real solution for making cold brew in the kitchen – the opportunity was clear. We built the first machine to brew true cold brew in under a minute, and the first to deliver nitro cold brew without cartridges, using NASA-derived tech that pulls nitrogen from the air. As Head of Design, I helped shape the brand from the ground up – leading strategy, creative, and team building to bring a cold-first platform to life at speed.
Designed in-house at Cumulus, NYCThe first coffee company designed from start to finish for brewing cold.
A COLD BRAND
Cumulus introduced a product most people had never seen – cold brew at home, with nitrogen, no cartridges. The brand had to break from coffee’s usual warm, earthy cues and signal something new: cold, modern, and premium. I led a small team of trusted freelance collaborators, working as our core design team. Together, we built the brand system, packaging, site, and UI in parallel with product development – crafting a clear, elevated experience while explaining a completely new category.
SHOW, DON’T TELL
With a Q4 launch on the horizon, the team moved fast to create a visual world that made cold brew at home feel both elevated and everyday. Photography needed to do more than show the product — it had to sell the ritual. Every detail, from countertop setups to cascading pours, helped people imagine this as part of their daily routine. Packaging and imagery were developed in parallel, keeping storytelling and emotional tone tightly aligned across touchpoints.
AN ENTIRE ECOSYSTEM FROM DAY ONE
Cumulus launched with a full ecosystem: ten cold-specific blends, custom glassware, and a hyper-limited roast called Gilded. Every detail was designed to elevate cold coffee at home, earning early traction with design-minded customers and press just ahead of the holidays.
Built by former Starbucks leaders. Backed by Howard Schultz. Designed for what’s next.
COFFEE TO MOUTH TOUR
To introduce fresh, on-demand cold coffee, we launched the Coffee to Mouth Tour — a mobile tasting experience created in partnership with experiential agency For Good & Co. The idea was simple: let people try it for themselves. The truck served real Cumulus brews at pop-ups and neighborhood events, sparking word-of-mouth with a lo-fi, high-touch approach.
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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