Product Identity and Retail for Fulcrum Coffee | Tolleson
Sustaining Community,
From Farm to Cup
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Sustainability means different things to different people. For Fulcrum, it means so much more than eco-friendly cups or even 100% traceability—it’s critical to their story. Sustainability means working hand-in-hand with growers to develop more resilient varietals that produce a consistently higher yield of quality beans, and ensuring growers get a fair margin and steadier business through longer financial agreements. And yes, producing more sustainable packaging too.
Fulcrum’s single origin coffee was inspired by the idea that sustainability is as much about the livelihoods of growers and their communities as it is about the earth. Everything we’ve crafted, from their sustainability statement to their packaging designs is meant to illustrate the vibrant world of growers and their efforts to become more resilient.
Led by Blas, the team nurtures each relationship one-to-one, bringing learnings across regions, and encouraging experimentation so that people can better care for their land and their communities.
By helping experts inform experts, Fulcrum elevates industry knowledge in service of greater outcomes for everyone—giving coffee the sustainable future it deserves.
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Project Information
Project
Product Identity and Retail Experience
Services
Positioning
Visual Identity
Editorial
Web & Digital
Environments
Photo & Video
Packaging
Go-To-Market
Positioning
Visual Identity
Editorial
Web & Digital
Environments
Photo & Video
Packaging
Go-To-Market
Deliverables
Company Purpose
Brand Principles
Product Narrative
Logo
Visual Language
Illustration
Brand Guidelines
Copywriting
UI/UX
Retail Experience
Packaging Design
Packaging Production
Collateral
Digital Content
Company Purpose
Brand Principles
Product Narrative
Logo
Visual Language
Illustration
Brand Guidelines
Copywriting
UI/UX
Retail Experience
Packaging Design
Packaging Production
Collateral
Digital Content
Industry
Food & Beverage
Partners
Adam Wells, Photographer
Brian Alfred, Artist
Adam Wells, Photographer
Brian Alfred, Artist
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A sense of place and purpose
A major part of Blas’s role is to be on the ground, meeting face-to-face with growers, to understand each of their unique circumstances. Because of Fulcrum’s relationships with growers and exporters, they’re able to encourage processes and varietals that are environmentally and financially sustainable.
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Sustainability Statement
We believe that high-quality, sustainable coffee is coffee that sustains every community it touches, both economically and environmentally, from farm to cup.
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Something New
in the Making
Fulcrum Coffee
Shop Interior
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What’s in store
Fulcrum’s brick and mortar cafe is a flagship experience as varied as their business. An inviting space that’s a hybrid of coffee shop and showroom where everyone can try something new, see Fulcrum’s service in action, and connect with other coffee drinkers and makers.
Their space is known for its focus on service and interesting collaborations with craft-minded partners like MEMO and Tokyo Bike.
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Vignette
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We developed packaging grounded in the parent brand with the flexibility for long-term expansion into additional retail channels: recognizable and simple enough to scale across any product type.
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Straight from
the Source
Packaging System
Coffee Can + Cups
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In collaboration with a local artist, we developed illustrations for a special run of beans from a few specific growers.
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Honoring where it all begins
In homage to the origin of Fulcrum’s coffee—specifically, the growers and their land—we developed artwork that became the visual foundation for their unique vision of sustainability.
Through a naturally-inspired color palette and landscape, we’re able to offer a glimpse into where the coffee is grown, every time someone looks at the packaging.
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To support a growing offering, we applied their brand system to create experiences and educational materials for small business customers and consumers alike.
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Related
Fulcrum Coffee Roasters Brand Development & Launch
Silver Cup Product Identity Development
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