Geneva Cafe, an instant beverage brand under Compact Industries, partnered with me to modernize its identity and prepare for national expansion through Amazon and digital retail. What began as a packaging exploration evolved into a full strategic and creative rebuild, including brand positioning, refreshed messaging, photography direction, A+ content, and the foundational marketing systems needed to support e-commerce growth.
Geneva Cafe has been “serving happiness since 1998,” with beloved flavors like Instant Cappuccino, Drinking Chocolate, and Matcha. The challenge was bringing that nostalgic comfort forward with a clean, modern expression that could succeed on Amazon’s hyper-competitive shelves.
My Role
Brand Strategist • Creative Director • Marketing Lead • Ecommerce Strategist
I led Geneva Café’s full brand refresh and digital presence, guiding everything from foundational brand language to packaging composition, Amazon storefront strategy, creative direction, A+ content development, and sales-driven asset production. I also partnered with their internal team on market testing and coordinated creative outputs to align with Amazon requirements.
Goals & Challenges
Modernize Geneva Café’s brand identity while honoring its “comfort-first” heritage
Differentiate in a crowded Amazon landscape where instant beverages must stand out visually and narratively
Build cohesive, elevated packaging that communicates quality, taste, and ease of use
Create modular photography and copy assets that work across D2C, Amazon, social, and website
Generate benefit-forward messaging that feels warm and human rather than overly promotional
Develop SEO-driven file naming, A+ modules, and sales content to accelerate launch performance
Create a repeatable creative system for future SKUs
E-commerce-Ready Website
I designed and developed a complete Squarespace ecommerce website to create a modern, welcoming digital home for the brand and support Geneva Cafe’s shift into D2C sales.
Deliverables included:
A clean, product-forward homepage that introduces the brand’s core flavors
Ecommerce shop pages optimized for conversion and ease of navigation
Integrated Amazon links + optional direct-purchase functionality
Flavor-specific landing pages with detailed product storytelling
Consistent photography, color palette, and brand language across all pages
Custom copy for About, Contact, and product descriptions
Mobile-responsive design built to support paid social, SEO, and funnel traffic
Structural foundation ready for future SKUs and seasonal campaigns
The result is a polished, scalable website that complements their Amazon presence and anchors the brand’s digital identity.
SKILLS
Brand Strategy & Positioning
Creative Direction
Messaging Systems & Copy Development
Packaging Language
Amazon A+ Content Development
Ecommerce Launch Planning
Photography & Asset Direction
SEO-Aware Content Structuring
Client Communication & Project Management
Data Interpretation & Cost Modeling Support
DELIVERABLES
Brand Strategy
Amazon Launch Strategy
Image direction for lifestyle, textures, product-in-use, and packaging angles
Packaging Direction & Messaging
Photography (Used for Amazon listings, website needs, and promotional campaigns)
Product-Specific Messaging Systems
Marketing & Operational Support
Supported Amazon operations: assumptions for shipping, palette cost, inbound placement, COGS analysis
Led survey panels for taste testing and brand development