Not Your Average Joe

Launching Fulcrum Coffee was a ground-up effort. Two Seattle-based coffee roasters came together under the leadership of a new team to launch a full-service B2B brand serving cafés and espresso stands, as well as launching new products at retail.

tolleson-case-study-fulcrum-coffee-01

The project kicked off to align positioning, naming, and product strategy around the company’s business goals and aspirations.

Beyond roasting, the story of Fulcrum lives in their people, the relationships they cultivate, and the communities they serve.

The typographic structure of the Fulcrum wordmark speaks to both dynamism with stability, reflective of the company’s inventive philosophy paired with reliable partnership.

tolleson-case-study-fulcrum-coffee-11
tolleson-case-study-fulcrum-coffee-12
tolleson-case-study-fulcrum-coffee-15

In Fulcrum’s capacity as a full-service company, product packaging and carry-out designs were created for café customers and their retail operations.

tolleson-case-study-fulcrum-coffee-16
tolleson-case-study-fulcrum-coffee-17
tolleson-case-study-fulcrum-coffee-18
tolleson-case-study-fulcrum-coffee-19

The Fulcrum website launched as a storytelling tool supported by an e-commerce platform, offering a range of roasts and coffee-making equipment, along with a subscription fulfillment model.

tolleson-case-study-fulcrum-coffee-20