Exhale Coffee

An independent, organic brand driven by a healthy, plastic-free ethos.

A person with long wavy hair sits on rocks holding a mug near a steaming cup. There is an orange tent partially visible in the foreground, and a red camping stove with a mug near it. In the background, there are mountains, a palm tree, a pinkish sky with a visible moon, and some sparse vegetation.
A person with long wavy hair sits on rocks holding a mug near a steaming cup. There is an orange tent partially visible in the foreground, and a red camping stove with a mug near it. In the background, there are mountains, a palm tree, a pinkish sky with a visible moon, and some sparse vegetation.

The challenge

The team at Exhale were keen to experiment with new styles for their performance marketing campaigns, centered around two overarching themes: brand storytelling and microplastics awareness.

The solution

I worked on three distinct style directions within Figma, so the team would have some flexibility across their ad sets as well as a means to make these easily interactive should they want to embed gif or other motion design work. The first direction I created for the brand feels aligned to their existing visuals, the second direction more editorial inspired by the brand’s own magazine Exhale Press, and the third direction in a native/UGC style for social-first marketing.

*Hero images supplied by the brand

Scope

Art direction, Artworking, Content creation, Performance marketing design, Social media design

An Instagram post advertising Exhale coffee, Organic Dark(ish) Roast, with a packet of coffee and a paper cup in the background.
Social media post promoting healthy coffee brands, featuring two coffee packages labeled 'exhale', with the headline 'Same morning ritual. Zero plastic. Just ridiculously healthy coffee.' and a call to action to try for free.
Infographic explaining microplastics in coffee, showing how different coffee containers release microplastics, and promoting microplastic-free coffee with a green banner reading 'Make the switch to Exhale'.
A person holding a bag of Exhale organic dark roast coffee indoors with a blurred background of trees and sunlight. The bag has a black sun logo and colorful abstract designs.
A promotional graphic for Exhale organic dark roast coffee, highlighting benefits of switching to it such as no brain fog, no energy crashes, and no caffeine jitters, with a pink background and a coffee bag illustration.
Man with a beard and red beanie pouring hot water into a cup outdoors. In the foreground, a bag of Exhale organic dark roast coffee and a coffee mug are visible, with text highlighting health benefits and social media statistics.
Social media post about healthy coffee by yourexhale, showing a bag of Exhale organic dark roast coffee, a mug of coffee, and key features such as being anxiety-free, health-oriented, and eco-friendly packaging.
A woman with brown hair, wearing a black jacket and blue leggings, practicing yoga outdoors on a rock with a cup in her hand, with a sunset or sunrise in the background. A package of Exhale organic coffee is in the foreground.
Two men smiling and holding drinks, standing behind a desk with books and a product called 'exhale' on the table, with text overlay promoting health and medical services.

Design takeaways

  • Proudly experimental. With this project, I leaned into a more experimental way of approaching design, doing a deep-dive into the competitor landscape as well as Exhale’s own brand, before fleshing out any concept routes or developing any artworks.

  • Supporting a small business making a big impact. Working with Exhale has been an amazing experience, learning more about the science behind healthy coffee as well as the concerning facts around microplastics in the industry as a whole.

Let’s work together

If you have a similar project you’d love a new design perspective on, get in touch with me at hello@chromakane.com – I look forward to finding out about your brand’s story.