If you aren't new here, you may have noticed that things look a little different. Don't worry, the only thing that's changed is what's on the outside. What's on the inside- delicious, high quality coffee and our bad attitude- remains unchanged.
As we entered the new year, we decided that as we expand, we wanted our look to be a representation of who we started FuCoffee Co. for in the first place: the ones who embody counterculture. So here’s the story of where we started, where we went, and where we ended up.
FuCoffee Co.’s original brand concept was expertly conceived by Amber Oakes, an incredibly talented design student. With nothing more to work with than the FuCoffee Co. logos and the brand voice, Amber set out to give us a mind-blowing brand identity that became the building blocks for the FuCoffee you know and love.
Primarily based on the punk scene during the ’80s, her concept featured a range of bright, loud, in-your-f!%king-face colors, chaotic typefaces and patterns, and little nods to the DIY nature of punk fashion.
It was truly brilliant, and it blew all of us away. So much so that we did implement Amber’s designs into the brand, but not exactly in the way she had originally intended. While much of what you know and love about the look of FuCoffee Co. was built from this starting point, we decided that we wanted to return to what initially made us fall in love with Amber’s work: the loud, in-your-face boldness she pulled from music.
Following this epiphany, we went back to the drawing board and decided it was time for a wardrobe change. We returned to Amber’s concept as our guiding star. But instead of basing everything solely on punk, we worked to encapsulate other iconic counterculture genres that are near and dear to our hearts.
FuCoffee Co.’s new look is inspired by metal, goth, punk, pop-punk, and post-hardcore, ranging across decades from the ‘80s to today. We’re overjoyed to share our new take on your favorite FuCoffee Co. roasts (and introduce a new one into the mix) because we are proud to blend our love of alternative music with our love of damn good coffee.
So in celebration of our new look, brew a cup of your favorite FuCoffee, crank up the volume, and dominate the f!%king day!