Creative Direction, Brand Development, Product, Retail & Service Design for a specialty coffee company evolving from wholesale roots into a scalable, consumer-facing brand.
For Five Coffee
In 2013, we partnered with For Five Coffee as the founders set out to transform an emerging white-label wholesale operation into a distinct specialty coffee brand. Our initial scope focused on naming, brand identity, and foundational storytelling, establishing a clear positioning within a highly competitive category.
What began as a core identity exercise evolved into a broader, long-term engagement spanning product design, packaging, retail strategy, and service design. Together, we developed a cohesive brand system that extended across a growing product line, physical retail environments, and strategic partnerships throughout New York.
From that foundation, For Five has scaled into a recognized name in specialty coffee, with an expanded retail footprint, a diversified product offering, and a consistent brand presence across both physical and digital channels.
Our role has been to help shape and evolve that system over time— ensuring the brand maintains clarity and cohesion as it grows, while continuing to translate its core identity across new formats, locations, and experiences.
In May of 2026, For Five raised a new round of growth capital to accelerate national expansion through additional roasting capacity, more cafes and wholesale and hospitality growth, valuing the company at $400M.
The company now has has 40 retail locations throughout the United States, including 21 standalone cafes and 19 locations within corporate and hotel venues, plus 12 additional locations under development.
