Building Birchstone Coffee Co: Why We Chose to Work with a Local Designer

As Birchstone Coffee Co. comes to life, one of the most exciting next steps is shaping how our brand will look and feel — from our logo and colors to the overall identity that represents who we are.

We recently met with Alex Edgerly, a talented local designer, to begin shaping the visual identity for Birchstone. Over the next few weeks, she’ll be developing logo concepts and design variations that reflect who we are and what we stand for.

This early part of the process feels a lot like starting a new coffee recipe — there’s a clear vision, a few essential ingredients, and plenty of care in bringing it all together.

Why We Chose to Work with a Local Artist

1. Shared Values and Connection

Birchstone was born from a love of the outdoors, community, and craftsmanship — and those same values shape how we want to collaborate. Working with a local artist like Alex means working with someone who understands the Seacoast, the people here, and the balance between nature and design that makes New England so special.

Design isn’t just visual; it’s emotional. We wanted someone who could translate that — who could make our brand feel like the place it comes from.

2. Craftsmanship Matters

Just like coffee, good design is a craft. It takes time, thought, and iteration.

Working with a designer who values process over speed gives us room to create something lasting — not just a logo, but a foundation for our entire brand identity.

Alex’s approach mirrors how we think about coffee: intentional, refined, and grounded in the details that make an experience feel right.

3. Community Over Competition

As a small business, we believe in building a local network of creators and entrepreneurs who lift each other up.
Partnering with a local designer from New Hampshire is a way to keep creative work — and opportunity — within our community.

We’ll be linking to Alex’s website once her design work for Birchstone is complete, and she’ll be sharing our collaboration on her own platform, too. It’s a mutually beneficial way to connect and celebrate the small business ecosystem we’re proud to be part of.

4. A Personal, Collaborative Process

Working locally allows us to sit down together, share ideas, and talk through the nuances of what makes Birchstone, well — Birchstone.

We recently shared our vision with Alex: a brand that feels natural, modern, and welcoming, with a nod to the outdoors and the craft of coffee. Over the next few weeks, she’ll bring that vision to life through sketches, colors, and typography options.

We’ll review, refine, and shape the design until it feels just right — not too polished, not too rustic, but perfectly aligned with the clean, intentional aesthetic we’re building.

Looking Ahead

We can’t wait to see what Alex creates and how our brand takes shape through her work. In a few weeks, we’ll share a follow-up post highlighting the final designs, the process, and how this collaboration has shaped the next chapter of Birchstone Coffee Co.

For now, we’re simply grateful to be working with a talented local artist who shares our appreciation for design, craft, and community.

👉 Follow Birchstone Coffee Co. to see how our branding comes to life.
👉 Learn more about Alex’s design work.