a Critique on society’s caffeine addiction
Brief
Senior Thesis Project: Create a capstone project that reflects an interest in a subject of your choosing and demonstrates your skills learnt throughout your education.
Solution
Baggage is a coffee brand that criticizes the glorification of “hustle culture” through its self aware and satiric branding.
Through its medical aesthetic, Baggage serves as a vehicle for sparking conversations about the absurdities of modern workplace dynamics and the societal pressures driving our collective reliance caffeine.
Role: Brand Identity, Advertising/Art Direction, Copywriting, 3D Rendering
Featured in Pratt Shows 2024
Exploring experiential design
How does someone purchase Baggage Coffee? What does that experience look/feel like in contrast to existing coffee brands?
Baggage Coffee recognizes that their customers don’t have the time to enjoy a cup of Joe in the traditional sit down coffee house since they are simply too busy. Knowing this, Baggage Coffee sells their coffee out of a food truck to ensure a swift purchasing process. The food truck resembles an ambulance to further continue commentary on this toxic hustle culture and how we are collectively addicted to coffee. Additionally, when thinking about the experience of buying Baggage Coffee, I wanted to design employee uniforms to resemble medical professionals.