Problem: Exilior Coffee needed a new name, identity, and brand guidelines to reflect its purpose-driven roots and bold vision. The brand had outgrown the farmer’s market but hadn’t yet claimed its place in specialty coffee.

Insight: The coffee community worships the perfect cup of coffee. They are constantly dialing in their recipe, grind, temperature, and technique. For them, brewing coffee is an art form. They deserve a brand that puts the same level of care and intentionality into crafting the perfect bean. Every company claims to have the perfect bean, but none of them are as involved or as specialized as Exilior Coffee.

Idea: We renamed the brand to Fire Lily to reflect its bold spirit and rare roots. Then we built a brand world around it—visual identity, brand book, and manifesto. Our work focuses on craft, culture, and connection. The result is a brand that honors its Kenyan origins while feeling right at home in Portland.

My Role: Executive Strategist. (Student Work at PSU-Spring 2025)

Myself and Isabel Phillips (Junior Strategist) wrote this white paper for our client to use to attract future sponsors.