From one of 20 brands to a flavor brand with a fan base.
One of 20+ brands, with no website and no social.
Java Factory was one of more than 20 brands under Two Rivers Coffee. It sold steadily in a handful of stores, mostly through Two Rivers and on Amazon. It had no website, no social presence, and nothing pulling people toward it by name.
We make flavor better than anyone. We needed one brand to prove it.
Two Rivers makes more coffee flavors than any other coffee company, but none of its brands had the attention to stand on its own. Java Factory was already built around fun two-flavor combinations, so it was the obvious one to push. The goal was to break the flavored-coffee mold, reach the core 30–45 Keurig buyer while pulling in a younger one, and build a fan base, not just a customer list. Because we make everything in-house, we saw a bigger opportunity too. If the rebrand landed, Java Factory could run like a limited-drop brand, closer to Crumbl than to the K-cup aisle.
Most coffee brands look like coffee brands. We wanted Java Factory to look like nothing else on the shelf.
Fun, a little edgy, and above all different. We kept the Java logo and changed everything around it: the packaging, the color, the attitude. Bold purple and yellow on black, paint-explosion imagery, and type with personality, built to stand out on a shelf, a product page, and a phone screen.
I built the mood board that set the direction. Our package designer developed concepts and mockups from it, and the CMO and I gave notes through each round until the final system launched in 2024.
A brand with no digital presence needed every channel built from zero.
Java Factory had no website. I built V1 myself, then hired and still manage the agency behind V2, including the custom Flavor52 pages and the Create Your Own Flavor builder.
I concept and create the ad creative and direct the media buyers running Meta, Google, and TikTok, so the brand looks the same in an ad as it does on the shelf.
More in Paid Media Creative ↗I creative-directed the YouTube channel and its content strategy, and hired and directed the analytics specialist.
Recurring, engagement-led formats like Sip Marry Kill and Brew for Thought, built to give the new voice a home and turn followers into fans.
More in Social & Content Strategy ↗I launched the Klaviyo program from zero in August 2026, with flows and campaigns in the new brand system.
52 Flavors. 52 Weeks. One Record.
The rebrand made limited drops possible. Flavor52 is that idea in practice.
A new flavor every week for a year, released in themed seasons so each drop has a story. Because Two Rivers makes everything in-house, we can develop, produce, and ship a new flavor every week, something few coffee brands could pull off.
Nostalgic flavors to open the record.
Nine limited flavors, many licensed, like Klondike and Creamsicle, sold as a Season Pass.
Fall flavors, online only, with paid ads driving to the Season Pass.
Buy once and get every flavor in the season, shipped in two boxes, even if you join late.
Each flavor also goes on sale on its own every launch Monday.
Customers rate each flavor on a public leaderboard, and four per season earn a permanent spot.
Our spokesperson Sawyer fronts the drops across video and social.
Our CMO came up with the flavor-a-week idea, and the name came out of a group brainstorm. I lead the creative and the build behind it: the season campaigns, the custom Shopify pages, the content with our spokesperson, and the ads.
Plus strong growth on Amazon since the rebrand. [Add the number when you have it.]
I built and lead the team that runs it: our in-house marketing team, plus the Shopify agency, the media buyers, and the analytics specialist I hired and direct. [Adjust to match how you describe the team in interviews.]