These Chicago coffee roasters
…were ahead of their time when we encountered them as a startup. Just a coffee-loving couple with tons of ability, their ambition was to become Chicago’s premier boutique coffee roasters. Both had decades of foodservice experience, so they knew that while there was money to be made in retail, the real untapped potential in the Chicago market was in wholesale.
What they needed was a brand that could go anywhere. That is, a brand that would speak as clearly to time-pressed commuters and espresso-sipping hipsters as it would to margin-conscious restauranteurs and all-business distributors. The brand had to be cool but not alienating, stripped down but resonant.