Procrastination Acre Single-Origin Estate Coffee, Kona, Hawaiʻi
Overview: Brand identity for a single-origin estate coffee farm nestled in the heart of Kona's coffee belt. The brief was simple and perfect: make the name the mark. Two hammocks in a coffee field — unhurried, sun-drenched, unapologetically Kona.
Approach: The name demanded an illustrated solution. Rather than a wordmark or abstract symbol, the identity needed to show the joke — and make it feel earned, not cute. The mark had to work equally well burned into a kraft bag, wrapped around a label, and printed small on a cup sleeve without losing the story.
Process: Concept ideation developed in Adobe Firefly, using AI generation to rapidly explore compositional directions for the illustrated scene. The strongest concept was refined to final vector in Illustrator — tightening line weight, simplifying detail for small-scale reproduction, and ensuring the hammocks read instantly at every size.
Deliverables: Illustrated logo · Vector artwork · Packaging mockups (label, bag, cup)