Interior Design

be. Brand Concept

When FROST asked to create a brand extension that focused on coffee, I knew that I needed to preserve the integrity of the original brand while extrapolating it into a new business.

be. by FROST is a concept I created around the FROST Bespoke Espresso product, which I designed and launched for the company in 2014. The ask was to create a concept that elevated the coffee experience to one more akin to a wine bar. Custom artisan roasts served in an upscale, luxe setting and paired with the fresh baked treats FROST is known for. By leveraging the existing brand as an introduction to be. I was able to create a new concept that was instantly familiar to customers. The brand connection continues beyond initial visual cues with the familiar products FROST guests know and love.

But why a separate brand? There are a number of reasons but key among them is the ability to open be. stores into denser locations with smaller footprints than required by a FROST store. The FROST brand works best when positioned in suburban areas frequently underserved by fresh, new food concepts. be. presents an opportunity to extend brand reach into new, more unique locations with a more upscale, urban concept that speaks better to the demographic.

Below are parts of an initial concept brief created for be. which has raised significant funding and will be launching in late 2017. These screens are shown with permission.

FROST - Brand Identity

As Creative Director for FROST since it's inception, my role has been to create a dynamic and memorable brand that carries through each and every guest touchpoint whether in-store or online. Design work for the brand includes all aspects of branding and identity, packaging design, product and merchandise design, store layout and interior design, and more.

Seattle Metropolitan Magazine raves about the concept:

"The doughnut sensation of the decade just might be this little sleeper from Mill Creek, which expanded to Bellevue, Everett, and soon South Lake Union. Thank heavens for that, as FROST makes some of the very best doughnuts we've ever tried (if Seattle Met's taste test is to be believed that is: FROST swept both our first- and our second-place categories for its Salted Caramel Old Fashioned and Smoky Bacon Maple Bar, respectively.) IN recent years FROST has expanded into macarons and individual cakes (both sporting the same exuberance in flavor as the doughnut brethren) and even lunch soups and sandwiches."

Following are some examples of this work.

Click to view the image(s) below.