Desert Kid Coffee Brings the Wild Beauty of Coachella Valley to Life ✷Creative Boom
Childhood friends Katie Reed and Joseph Eccles grew up roaming the dunes and mountain trails of the Coachella Valley. After a brief stint away, they've come home to open a café with a brand identity that pays tribute to the landscape that shaped them.
I’ve never been to the Coachella Valley myself, but I've heard great things. About the light, mostly. And how it hits the mountains at dusk, transforming the sky into a deep, dusty violet. You can understand why that sort of natural beauty gets under your skin, especially if you grew up there.
Katie Reed and Joseph Eccles have roots there. They spent their childhoods exploring the dunes and mountain trails before inevitably heading out into the wider world: Katie into tech, Joseph into education. When they came back, they wanted to build something that honoured what they'd always loved about the place they called home.
The result is Desert Kid Coffee, a new café and roastery opening in Palm Desert this week. More than a coffee shop, it's a love letter to the landscape they call home — one that finds a clear echo in a full visual identity by New York studio The Working Assembly.
