Creating a brand that celebrates coffee strong enough to knock an alligator out while honoring the rich history of St. Augustine was an exhilarating challenge. As a Florida native and cold brew enthusiast, I approached the project with a deep appreciation for the region’s deep cultural heritage. Drawing from Spanish design motifs and St. Augustine’s vivid history, I developed a bold visual identity that combines tradition with modern edge. The goal was to create a brand that not only stands out but resonates with younger audiences, extending its appeal through striking packaging, merchandise, and social media to build a loyal, engaged following.
Willy's Pirate Killer Coffee takes this vision to the next level as a rebellious lifestyle brand crafted for younger males who crave more than your typical gas station caffeine—they seek identity and belonging. With its tagline "Death Before Weak Coffee" and a pirate-themed aesthetic rooted in St. Augustine lore, the brand exudes fun, rebellion, and authenticity. Like Liquid Death, it transforms an everyday ritual into a cultural statement, aligning with coffee culture and a nod to underground music communities to foster a devoted crew. By disrupting the convenience store space with bold design and premium single-serve options, it redefines coffee as more than a beverage—it’s a lifestyle.