Joe Winfield Designer

Joe Winfield

A senior designer with over 12 years of experience in leadership, project management, marketing, product, accessibility, web and graphic design based in Cork City, Ireland.


Resumé: Download My CV
LinkedIN: @joewinfield


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IntroductionMy ProcessProject Results & Details

Coffee, Creativity, Community

Who Are They?

Ristretto is a concept for an upmarket coffee shop with a strong connected community feel to it. The reason behind the name Ristretto (Italian for ‘concentrated’ ) is that it doubles up as a word meaning to be close-knit and perfect.

Ristretto has a strong connection to local people and with a community feel. All produce is local, beans roasted locally, selling local food and refreshments and have art/crafts from local artists for sale on the inside walls to give off a creative vibe.

What Did I Do?

I created the visual identity & branding of Ristretto along with packaging, loyalty cards, letterheads, stickers, apparel, mugs and more.

This was an assignment for my Graphic Design course which I thoroughly enjoyed working on.

Ristretto has a strong connection to local people and with a community feel

How Did I Do It?

  1. Research: Creative briefing, mood-boarding, competitor analysis, target audience research, brand exploration, medium-specific research, accessibility and trend analysis.
  2. Objectives:
    1. Create a strong identity for Ristretto.
    2. Build brand recognition.
    3. Communicate Ristretto’s key values and personality.
    4. Facilitate Ristretto’s marketing campaigns.
    5. Make all deliverables adaptable for multiple platforms.
    6. Create emotional connections.
  3. Prototype: Moodboard and Sketching.
  4. Design: Adobe Illustrator & Photoshop.
  5. Delivery: The project was completed within 6 weeks over multiple drafts. I received an A1 for this project.

Local flavours, global buzz


Upon reflection, it’s incredibly rewarding to see the journey from concept to completion. Crafting visuals that capture the essence of the brand and translate ideas into a compelling narrative has been both a creative challenge and a fulfilling experience. Every detail, from the initial sketches to the final polished designs, was approached with precision and dedication.

Services Provided:

Branding & Identity, Digital Design, Stationary Design, Editorial and Publication Design

Project Deliverables:

  • Visual identity & branding
  • Logo design
  • Packaging
  • Loyalty cards
  • Letterheads
  • Stickers
  • Apparel
  • Takeaway cups & trays
  • Mugs
  • Social media content


Part of my Graphic Design QQI Level 6 Course

Credit Due:

Thanks to Mike Keenan, my Graphic Design tutor and mentor for his constant guidance and critique throughout the project.

Project Date:

Spring 2023

Ristretto - Portfolio - Joe Winfield - Web & Graphic Design Cork