White Rock Coffeehouse is a local favorite in Dallas with big potential. This campaign expands WRC’s local success into a nationally scalable brand.
As a printmaker, as well as a graphic designer, I chose to incorporate letterpress printing into this project.
Stephen Zhang
In order to parallel the craftsmanship of coffee preparation, I choose to incorporate letterpress printing. This allowed me to utilize authentic textures throughout the campaign.
I printed this imagery using polymer plates on a platen press and incorporated pressure printing with burlap to create the textured effect.
Coffee is central to the White Rock Coffeehouse story. Each location will boast a unique blend.
While many people enjoy their drinks in the coffeehouse atmosphere, a caffeinated kick is often picked up on the way to work. WRC’s packaging is an opportunity to share the brand on the go.
Coffee and food are a great pairing and White Rock Coffeehouse has plenty of classic and seasonal options to choose from. For this campaign, I created packaging for two of their most popular items, baked goods and to-go lunch boxes.
The to-go boxes are adaptable to daily offerings
and changes in stock by using sticker labels.
The photographs in the social campaign were shot by me.
For those on the go, the White Rock Coffeehouse app is an easy way to order ahead or check in on upcoming events.
Letterpress elements are used to retain the handcrafted feel of the brand even on digital platforms.
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