Jenny Chiang

Queens Cupping

Abstract: My project is a branding identity for Queens Cupping coffee shop that sources beans from women-powered roasters and educates its customers about gender equality in the coffee industry; the brand concept will focus on the following qualities: women-oriented, expensive, upscale, artisanal, and sustainable. I will use full length and portrait photography of women in the coffee industry, flat and geometric illustration, minimalist design style, and recyclable packaging material to show the brand concept and what it stands for.

The coffee shop will target women in their early 20s to late 30s. I will design an identity system (logo/business card/letterhead/envelope), infographic poster, three Woman of the Month posters, a Tasting Wheel poster, menu, informative postcards, retail packaging (coffee bags, cups, stickers), website, Instagram page, a branding style guide, and environmental graphics mockup.

Check out Jenny's website at

Brand Guidelines

Identity System

Project Elements