Split Shift Coffee Co.

When Owen Jones was asked to build a new coffee brand from scratch, what took shape was an identity that raised a mug to the no-nonsense, hardworking, caffeine consumer. To the late night laborers and the early morning risers. To the weekend warriors, moonlight managers, and swing-shift soldiers. To the ones who deal in expertise and elbow grease.

When it came to naming the brand, we didn’t just write a winding list of possibilities. We created a narrative that would belong to each one, a story that would begin to craft the brand experience. Split Shift was born from the idea that a hard day’s work is a little easier with a good cup of joe.

First Round

In February 2020, I presented this project during First Round Portland, a showcase of client work that highlights the early stages of brand development and design. The presentation showed the mood boards, naming process, and initial brand identity planning.