Last year I started experimenting with coffee roasting — using Kona beans, naturally, since I live on the Big Isle. I wanted to work with my hands again and try something new.

After a few decent garage roasts (and some solid advice from local friends), ideas started to brew. If I was going to create a small-batch coffee brand, it had to be different — something that told a story.

That’s where Fabled Lines Coffee was born.

The brand centers around storytelling — like old fishermen swapping tales of the one that got away. Each roast was paired with a myth: you’d start reading the story on the back of the bag and finish it online.

Even the wordmark carries a clue — the hook hidden in the “S.” To bring the fables to life, I used AI to generate absurd, cinematic photos of fishermen catching enormous sea creatures.

The result? A coffee bag that feels like an artifact from a legend. For me, branding isn’t just visuals — it’s about making something you can feel and taste.

And Fabled Lines became a full experience.