Named after New York City's elevated High Line Park, HiLine Coffee espouses the city's spirit in its brand and product line. The wordmark is inspired by a walk through New York — each neighborhood looks and feels completely different. You can cross the street and be enveloped by a whole new atmostphere; the eclectic and rapid change feels uniquely New York, and I wanted to evoke that feeling with typography.

The HiLine coffee blends are named after different NYC neighborhoods, so in conjunction with some super talented creatives, I created personas for each and brought them to life in a photography shoot for the website. There's the Broadway darling, the Brooklyn mama, the Wall Street executive, and the Soho sophisticate; touches of the flavors exist throughout each image, like a walnut tabletop (and walnut necklace!), mints, candy, and fruit.