Fulcrum Coffee Roasters

Bringing the Coffee Community
Together, Together

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Fulcrum’s founders have always appreciated the people part of coffee. Blas had relationships with growers around the globe, Brian led local roasters Silver Cup and Urban City, and Lee used his operational expertise to help grow small businesses around Seattle.

And with deep expertise in complementary areas of the industry, they saw an opportunity to use their collective knowledge to create something that was missing.

As partners in this new endeavor, their focus was three-fold: to ensure growers’ profits are as sustainable as their crops, to create a space for entrepreneurs from all communities to get their ideas off the ground, and to encourage coffee drinkers to discover something new.

With multifaceted offerings, Fulcrum challenged us to define how it all fits together. By creating stand-alone product identities under a greater brand narrative, we delivered a cohesive system that matched their values — and activated it through a new site, retail experience, and packaging. Taking them from their first moment to the next.