H.A.S.H. is a fictional specialty coffee brand with a strong existing visual identity, not made by me. I used it as the context for a self-initiated illustration project.

Sometimes I make work outside of client projects to explore directions I find interesting. Here, I wanted to see what happens when illustration becomes the main carrier of origin, not a supporting element, but the thing that makes you feel where the coffee comes from.

Working within an existing visual system gave the project a realistic constraint. The illustration had to sit comfortably inside something already defined, while still having its own atmosphere and voice.