I created CIRCUS, a sustainable coffee brand that combines playful visual storytelling with environmentally responsible packaging design. I chose a bold, colorful identity inspired by clown characters, assigning a unique illustrated persona to each roast, to make sustainability feel approachable, fun, and engaging rather than austere. Through recyclable and compostable materials, flexible typography, and vibrant illustration, the brand reframes eco-conscious packaging as something expressive, joyful, and consumer-friendly.