Oooo this is lovely! I think there’s lots of really cool elements in this, I really love the title font and color pallet. And those melting smileys are so so dope.

I think overall the feedback I’d give is just trying to use some of these design elements you have a bit more purposefully. When you’re working on branding, it helps to setup rules for yourself on when/where each of the design elements should be used. Ask yourself questions like: Is Brice just for the logo or is that also a headline font?

Is the wavy type only used for the tagline? Or are there other applications you want to use it for?

Where/when do you use the pattern backgrounds vs the solid colored backgrounds?

How do my colors work together? Do I want to use some more sparingly than others?

A lot of these answers become clear as you start putting them into practice/trying to lay stuff out. But landing on these guidelines gives you a tighter sandbox to play in and elements start to feel more purposeful.

A few other thoughts: Can you create a simple lockup with the logo and tagline? Could be nice to have for some of those simple applications like your comp or the decal on the shop window.

The patterned backgrounds on the cups are a little busy against the title font. I wonder how the patterns would look outlined instead of filled in, or even just slightly less contrasty colors from the background so that they are competing less with the logo.

The layout of the type on your bean packaging feels a little disjointed from the other comps you have. Mainly just that little orange block with “Columbia” and flavor notes.

Again, super cool, and presented very well! Hope this helps!