hidden village roasters is a cottage coffee roaster based in georgia, founded by three siblings. as a brand new to market, there was no existing identity to work from — the challenge was building one from the ground up that felt personal to the family's story from day one.

the goal was to create packaging that honored hmong heritage, specifically the geometric tradition of hmong batik, while feeling at home on a modern coffee shelf.

i built the design system around simple geometric batik patterns, replicated digitally and drawn directly from traditional hmong motifs. rather than treating the heritage as decoration, the patterns became the structural language of the packaging itself — a way of carrying the culture forward rather than referencing it from a distance.

the deliverable: the coffee bag design.

the result: packaging that contextualizes traditional hmong design within a modern format, giving the siblings' brand a visual identity rooted in where they come from.