Minus Coffee
Brand Strategy & Management · Website Design & Build · Packaging · Creative Direction · Copywriting · Pre-Launch
Minus is the first-ever, beanless cold brew that uses less water, less carbon emissions, and shortens supply chains.
We used existing branding to develop a website and packaging. We designed a strategic UX/UI Figma wireframe layout to determine the key brand storytelling touchpoints. Our goal was to appeal to the taste factor while keeping the environmental conservation efforts at the forefront. We incorporated infographics and custom developments to bring more of the story to life, such as a process timeline showcasing the fermentation process for making coffee without the beans and a hover reveal to illustrate the ingredients that make it possible to replicate the flavor of coffee. These visual and interactive components generated incredibly positive user experiences based on our Hotjar data.
We then strategized a three-part pre-launch to bring the product to market in a way that generated hype over an extended timeframe. Minus wrapped a taste sampling truck in the branding, hosted live pop-up events, and ran various email campaigns. Then, on launch week we sent out custom passwords to the segmented groups of existing brand supporters. The goal was to use the early groups to build anticipation for the later groups. Within 24 hours of the public launch, we hit product sell-out!
Copywriting Samples
Coffee just got a glow-up.
Minus is roasted, fermented, and brewed just like well, coffee! Instead of beans, we roast upcycled ingredients, roots, seeds and legumes which we then grind and brew in a gorgeous fermentation batch with caffeine. We can match traditional cold brew because we understand the science and obsession of coffee.
Minus tastes exactly like your fave cold brew, without the beans. (Correction, former fave.)
We’re the type of people who would kill for coffee. So, we’re making coffee immortal. We’re Minus, a frothy team of coffee-obsessed, planet-loving scientists who want to leave a better taste in your mouth.
Our cold brew is crafted to conserve. We subtracted the beans, kept the caffeine, and dialed up the flavor through a unique fermentation process. Minus is dangerously smooth and consciously made, no beans about it. This is coffee’s bra-burning moment, and you’re invited.
Client: Minus Coffee
Agency: Launch Pop
Creative Director: Emily Hill
Copywriter: Emily Hill
Brand Manager: Emily Hill
Graphic, Packaging & Web Designer: Alyshea Kara
Web Developer: Jeffrey Cheung
Branding: Transport New York
Illustrator: Calvin Sprague