Brittney took the reins at Paper Tiger Coffee Roasters, inheriting a brand identity that was, in many ways, half right and half wrong. She wanted to develop the brand to better reflect her personal narrative, while also appealing to a broader, contemporary audience. At the same time, she didn’t want to scare off the loyal customers who had supported the business for years. The goal was to create a brand identity that resonated with both old and new audiences—one that communicated warmth, creativity, and quality. The aim was simple, branding that says “Good vibes, Good coffee.” Simple as that.