Sometimes an idea starts with just a name. For months, I had the phrase "Deep Nice" rattling around. At first I thought it was a band name, then maybe the title of a book of prose. Eventually, I began over and over to come back to this idea of a collective of coffee roasters, cannabis growers and vinyl enthusiasts. Based in Santa Cruz, CA, the group has set up a small shop to produce and sell and trade their wares, which serves also as a meetinghouse for the community.

From the concept and naming, to the full identity design (across print, environmental, apparel and packaging), to image styling and digital art – cultivating and creating the Deep Nice enterprise will forever be one of the most fulfilling projects I've taken on.