Pilot Coffee Roasters

A speculative brand extension for Pilot Coffee Roasters, exploring products and formats they don't currently have, designed as a personal project before applying to their Brand Creative team.

Rather than restyle their existing packaging, I looked for gaps: a canned coffee line they don't currently sell, an in-store "Mind the Drip" signage concept, and an on/off toggle ad built around choosing between their matcha and coffee. Each explores a different format Pilot could extend into, packaging, environmental, and digital/print, unified by the same visual identity.

Built in Illustrator and Photoshop, with Runway helping visualize each concept in its real context: on a can, on a store floor, on a screen.

This wasn't a client engagement. It's where I saw opportunity in their brand, and it's the piece I'd point to first for how I think about extending an identity into new formats, not just executing within existing ones.