Coffee in the Service of Humans Staff Tee
"Coffee in the Service of Humans" is more than a slogan for our team; it's a statement of purpose.
When the pandemic hit, we needed to redesign our entire brand experience and business model in order to serve everyone in their homes with delicious coffee beans, and also some tasty merch.
Together with Artifact Studio, we put into a design system the feelings we've had through the years. Part Filipino supermarket nostalgia, part music tour, with a tongue-in-cheekiness acquired from the surf-skate subculture. We borrowed from the handmade printmaking styles of bygone decades like the '70s and '80s. Then, we gave it our own twist.
When you buy merch from us, you share in a culture: staff lunches, and after shift drinks, an early morning surf sesh before a work day slinging too many espressos. You share our story: one of a smalltown coffee company holding onto its heart in order to survive our biggest challenge yet.
As in-store service has been picking up (for now), we wanted a way to wear our hearts on our sleeves as a team. And I guess that's what the staff shirt is all about. And the cool thing is that you can wear it too.
Smaller W: 50 cm L: 70 cm
Bigger W: 56 cm L: 75 cm