• Desert Kid Coffee is a cafe and roastery in the Coachella Valley founded by childhood friends who grew up in the region.
• The Working Assembly designed the visual and spatial identity for Desert Kid Coffee, drawing from the Coachella Valley to give the branding an authentic feel.

Before the age of iPhones, Instagram, and influencers, I used to attend Coachella. Hell, I even bought physical tickets from a record store for the then 2-day festival. It was a very different scene.

Most of my favorite memories from those trips took place at the Empire Polo Club fields, but others happened outside the venue—blasting down the highway with windmills on the horizon, sitting by Lake Cahuilla around a campfire under the stars, or having that first cup of coffee with friends while looking over that day’s set schedules.