WIZE is a coffee leaf elixir built around an overlooked part of one of the world’s most familiar plants. While coffee beans have shaped the morning ritual for centuries, WIZE looks to the rest of the tree and established something entirely new: a daily afternoon ritual with its own category, culture, and purpose.

Artfully partnered directly with WIZE’s founder during a pivotal transition for the company. What began as an existing coffee leaf tea brand became a year-long exploration of what WIZE could be, from the structure of the company and its product offering to the story, identity, and experience surrounding it. Together, we repositioned the brand around coffee leaf elixir and built a new creative foundation designed to introduce the coffee leaf not simply as another ingredient, but as the third great botanical alongside the coffee bean and tea leaf.

The resulting identity embraces a painterly, expressive visual language rooted in the land, the leaf, and the people behind it. Artfully developed the overarching WIZE brand alongside the product system, packaging, storytelling, and initial promotional materials, creating an identity flexible enough to move from the bottle to the café, retail environments, events, and future expressions of the brand.

With the first soft launch centered in Portland, Maine, Artfully continues to work alongside the founder as WIZE moves from brand development into the marketplace, shaping the launch, evolving the product experience, and building the creative world around a new kind of afternoon ritual.