Grounded
Identity
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Photography by
Salome Coronel

In collaboration
Andrea Jassir,
Danielle Juliao
& Luisa Soto

Grounded identifies as a self-care brand that specializes in handmade natural products made with coffee grounds sourced from local coffee shops in New York City. Their aim is to bridge the gap between a New Yorker’s beloved cup of coffee and the waste that it produces.

More than just a self-care brand, they are also a service—providing local coffee shops the opportunity to reduce their coffee waste and enhance their clients’ experience.

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I met directly with the co-founders Danielle and Luisa, who imagined an identity that is modern and minimal, yet not devoid of character. One that is genderless, yet colorful. Most importantly, they wanted the brand to focus on transparency— of ingredients, process, sourcing. They want people to understand the value in knowing what you put in (or on) your body.

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This is where the line “specialty beauty” comes from. “Specialty coffee" is a term used for coffee that is transparent about its origin, down to the planting of its seed. Grounded provides the same with beauty.


I designed the logo and brand guidelines, as well as additional iconography, on-location signage, promotional material and all additional brand collateral. I directed the photoshoot and was even the hand model beside the prototypes. This is an on-going project for which I am currently designing the website.

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