The most rewarding kind of creative work often comes from taking on projects born from passion. Few projects embody this principle more clearly than Doyenne, a specialty coffee program that began with a mission to honor, empower, and invest in women throughout the coffee supply chain.
What began as a curated monthly coffee subscription by Onyx Coffee Lab has now blossomed into a full-scale brand within the Onyx ecosystem—complete with its own retail presence, branded product offerings, and dedicated cafe design. Every step of that evolution has required thoughtful creative stewardship, and it’s been our privilege to walk alongside Onyx Co-Founder Andrea Allen to bring her vision for Doyenne to life from the very beginning.
From Concept to Brand: Collaborative Ideation
Doyenne started as an idea: to create a dedicated platform highlighting the work of female coffee producers, pairing exceptional coffees with the stories behind them.
Our early role was rooted in collaborative ideation—helping translate a mission into a tangible brand experience. Together with the Onyx team, we developed:
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The initial Doyenne brand identity, balancing strength, beauty, and approachability
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Packaging concepts that visually reinforced empowerment while remaining accessible and inviting
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A voice and tone framework that reflected Doyenne’s spirit: genuine, celebratory, and inclusive
At every turn, we worked to ensure that Doyenne’s visual and verbal presence stayed aligned with its deeper values—not just highlighting exceptional coffee, but reinforcing the idea that great coffee should uplift everyone it touches.
Scaling the Brand: Packaging, Strategy, and Storytelling
As Doyenne grew beyond a subscription model into a fully realized product line, our creative work evolved, too.
Simultaneously, we helped develop new packaging, marketing strategies, campaign content, and digital storytelling assets that honored the program’s roots while introducing it to a broader audience.
Throughout this evolution, the mission stayed the same: build accessibility without sacrificing excellence, creating new opportunities for Doyenne’s producing partners to grow and thrive.
Designing a Physical Space: Bringing Doyenne Into the Real World
One of the most exciting chapters in Doyenne’s story was the creation of a physical cafe space dedicated to the brand. Designing a retail environment for a brand like Doyenne meant more than choosing colors—it meant bringing the brand’s heart into three dimensions.
Specialty Creative Co. led the creative execution across the buildout, including:
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Custom signage and environmental graphics that balanced sophistication with warmth
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Menu design that celebrated Doyenne coffees and told producer stories at every touchpoint
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Brand storytelling woven into the space, from retail shelving to visual moments across the café
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Photography and video content capturing the space’s launch and introducing customers to the Doyenne experience
The result was a cohesive environment where every detail reinforces the brand’s mission—inviting guests not just to drink great coffee, but to become part of a broader story of impact.
Evolving With Purpose
Our journey with Doyenne highlights one of the most important aspects of creative partnership: the ability to evolve. From monthly subscription drops to grocery shelves to brick-and-mortar design, we’ve adapted our creative strategy at every stage to meet the needs of a growing concept, all while staying true to its roots.
For us, Doyenne isn’t just another project. It’s a case study in what’s possible when creativity serves not just commerce, but community, equity, and sustainable growth. It’s the kind of work we love most: purpose-driven, beautifully executed, and ever-evolving.