10 Speed Coffee

10 Speed had the product, the culture, and a loyal local following. What it didn't have was a brand system that could hold across four locations, a digital presence that converted, or a content identity that reflected the quality of what was in the cup.

Challenge

No brand guidelines. Visual identity inconsistent across all four locations and every digital channel. 17K Instagram followers with ghost engagement and near-zero organic reach. No e-commerce. A website that existed but wasn't performing. No cohesive narrative connecting the coffee, the cycling culture, and the community 10 Speed was built around.

Approach

Created the brand guidelines from scratch — drawing from 10 Speed's original identity, the specialty coffee industry, and the cycling community the brand was born from. Two years working in specialty coffee informed every decision: the content style, the product framing, the tone, and the visual language all reflect an inside understanding of the industry, not an outsider's interpretation of it.

Applied those guidelines simultaneously across social content, in-store signage, packaging, web, and paid media. Rebuilt the website and launched Shopify from zero, creating full product campaigns including the Kickstand Blend — now the top-selling product in-store and online, with its own origin story and campaign identity. Built a subscription system for recurring online customers. Initiated and led a brand partnership with La Marzocco USA — pitching, shooting, and publishing content that connected 10 Speed to one of the most recognized names in specialty coffee.

Outcome

2.3M Instagram views · 500K reach · 32.2K profile visits
57K website visits in year one
$20K+ e-commerce revenue, growing year over year
27% returning customer rate
Brand identity consistent across all four locations and every digital touchpoint