A coffee brand that doesn’t exist, built like one that does.
A complete specialty coffee and tea brand — identity, product range, journal and storefront — built in WordPress and Etch as a reference for how I work.
Self-directed concept — not a client, not a real company
Brand, design, build
WordPress + Etch
A finished reference build with nothing redacted
Why build a fake company
Client work makes a poor demonstration piece. Half of it is under NDA, the other half gets changed by someone else six months after launch, and you can never show the parts you’re proudest of. So Mild Brew is a complete, realistic brand invented specifically so that every page could be finished properly and shown without asking anyone’s permission.
What's in it
A specialty coffee and loose-leaf tea brand out of Tacoma: brand voice and identity, a product range across beans, teas, accessories and merch, an editorial journal with brew guides, a newsletter, and café location details. The kind of scope a real small retailer actually has.
What it demonstrates
It’s my reference build for WordPress and Etch — the stack I use for most client work. If you want to know what I’d hand you at the end of a project, this is the honest answer, minus the compromises that a real timeline and a real budget introduce.
What the project included
To be completely clear: this isn't client work
Mild Brew is a self-directed build. There’s no client, and the company in it is invented. I’d rather show you finished work I’m allowed to show in full than a redacted screenshot of something real.
Other projects
Build & Manage
Naming, brand and a 150-page site for a South Jersey builder — with a service-by-location structure built to win local search across three counties.
In build — launching soonGrand Traverse Tennis Camps
A half-century-old Traverse City tennis camp moved off paper and phone calls — programs for ages 4 to adult, laid out so parents can actually pick one.
In build — launching for summer 2026Even After
Design and build for Even After — record messages your loved ones receive on birthdays, anniversaries, and after you're gone. A product nobody goes looking for.
Live
Want something like this?
Two of three slots open. Tell me what you're trying to build and I'll tell you honestly whether I'm the right person for it.