When the team at Minus came to us, they had a lot going for them. Incredible fermentation science to land a beanless coffee. Energy and enthusiasm to spare. Deep, lived knowledge of the environmental and community impacts of coffee production. What they didn’t have was a name, a brand they truly believed in, or a lot of time before launch. We picked up the disparate threads they’d gravitated toward and ran full-tilt with them, developing a complete brand system ready to flex across packaging, apparel, experiential applications, web and social.