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Servant Coffee

Quality captures for an exceptional coffee brand

My Role

  • Photography
  • Retouching


  • FlowState Branding

The job

New to the coffee scene, Servant Coffee looked to FlowState Branding to carry their freshly minted brand into a web presence. Having no original photography of their own, we knew the imagery would be a key component in the project’s success. I was able to produce a mixture of product photography, stylized product photography, and lifestyle photography that was needed to bring the brand to market, all in keeping with the tone of imagery laid out by the Servant brand’s craftsmen at Latitude branding.

a long-term solution

Knowing that Servant would be releasing new coffees on a rolling basis, we wanted to give the guys at Servant a sustainable way to efficiently create product photos for each new coffee without jeopardizing the clean look of the site. To do this I was able to produce a product photo template with a completely editable label complete with call outs for new coffees and limited release coffees. Simply type in the new coffee name and tasting notes, choose the corresponding country of origin, and save the image. By using this product photo template, every photo would be perfectly uniform throughout every page of the website.

The process

We wanted the photography to convey the brand lifestyle by showing a community of riders in action, proving that SOFA’s gear doesn’t sacrifice performance for aesthetic. We were able to do this by turning the riders loose, letting them put the gear to the test with their only limit being their own comfort which of course, meant we had to be on our toes so we didn’t miss any key moments. Using the website design as a basis for the photography shotlist, I was able to work with a small, agile team to efficiently capture the required stills for the website and at the same time film all the shots needed to complete the brand video.

The brand video was meant to be a mashup of inspiration and highlight reel. To help reach an inspirational tone, we utilized voiceover to convey a message of “do things differently.” We felt that this messaging overlaying fast-paced action shots struck the right balance of exciting and inspiring. Having storyboarded the video beforehand, we built the day’s schedule around getting ample coverage to complete the video narrative, still coverage would then follow that same schedule.

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