WRC Building a San Diego Coffee Brand from the Ground Up
Client
Websites
Year
2021-2025
White Rabbit Coffee was a San Diego specialty coffee brand founded by Jesse, Jerry, Allen, Andrés, and myself. As a co-founder, I was responsible for the company’s complete creative and marketing direction, building the brand’s identity and visual presence from the ground up while helping establish its voice in the local coffee community.
My role focused on developing a cohesive brand system that could translate across physical products, merchandise, events, and digital promotion. I designed the visual identity, including logo design, typography, brand graphics, and merchandise concepts, while also producing the marketing assets used to promote the brand across social platforms, events, and local activations.
White Rabbit Coffee became known for its strong community presence across San Diego, appearing at farmers markets, events such as Bay Fest, and recurring workplace coffee services. The brand developed a loyal following through both word-of-mouth and consistent visual branding. Customer reviews frequently highlighted the quality of the coffee, signature drinks such as the chai and cold brew, and the personable experience the team delivered.
This project represents a full lifecycle brand build from concept and founding through brand design, marketing execution, and community growth. It demonstrates my ability to create and scale a brand identity while supporting real-world operations and customer engagement.
Scope of Work
