Freedom’s Found Coffee
Proudly Serving Those Who Serve and have served
Client: Freedom's Found Coffee • Raymond Herr
Industry: CPG / Coffee / Mission-Driven
Package Category: Multi-Brand Full Rebrand
Raymond Herr lost six friends to veteran suicide. That grief became a calling: to create a space where veterans and first responders could find community, connection, and a path toward healing. Freedom's Found Coffee is the front door to that mission. It's a coffee shop, but it's also a lifeline disguised as one. The coffee funds Freedom's Found Initiative, a faith-based organization dedicated to trauma healing and Christ-centered support for those who've served. Raymond needed a brand that could carry both weights: a welcoming neighborhood coffee shop and a symbol of hope for veterans who are still finding their way home.
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Brand Strategy
Visual Identity System
Concept CPG Package Designs
The Snapshot
THE TENSION
The brand had to speak to two audiences without alienating either. Veterans and first responders needed to see themselves in it, to recognize that this place was built by someone who understood what they carry. But the broader community needed to feel welcomed too, because their support is what keeps the mission running. If the brand leaned too military, it might feel exclusive. If it leaned too generic, it would lose the soul of why it exists. The identity had to honor service, communicate hope, and invite everyone in.
THE TURNING POINT
The answer came from something veterans know intimately: the lensatic compass. It's a military-issued precision instrument where accurate navigation can mean the difference between life and death. That metaphor became the foundation of the entire identity. The logo centers on the compass, representing guidance from trauma to healing, with repeating "F" letterforms serving as cardinal directions and a nod to the "Freedom's Found" name. The earthy color palette and bold typography communicate stability, authenticity, and the kind of strength that comes from walking through hard things and making it to the other side.
THE TRANSFORMATION
Freedom's Found Coffee now has a brand that does what Raymond set out to do: welcome everyone while speaking directly to those who need it most. Veterans see the compass and understand immediately that this space was built for them. Community members see a quality coffee brand worth supporting. And every cup sold moves the mission forward. The brand carries the weight of what it represents without feeling heavy, inviting people into hope one conversation and one cup of coffee at a time.
THE TAKEAWAY
When a brand exists to serve people who are hurting, the visual identity has to meet them where they are. The compass isn't decoration. It's a promise: you're not lost, and you're not alone. That's what Freedom's Found Coffee communicates before a single word is spoken.
Before & After Comparison