Nguyễn Nam

on the atlas — 2

• Issue 03 – Coffee - by Chloe List - Unbox Inbox1 savers
• Curius / Onboarding2621 savers

highlights — 22

• Whether one packaging form is more or less sustainable than another is rarely straightforward, and I’m always wary of brands who preach about how sustainable their packaging is because more often than not it’s just greenwashing (that’s been my experience at least). So with that said, please enjoy these cute, kitschy, occasionally cringy cans from before we realized we were destroying our planet!

  Issue 03 – Coffee - by Chloe List - Unbox Inbox

• Batch Coffee Club, Dalston Coffee (curious how much it costs to produce those adorable little boxes), Rigo, Cama Coffee Roasters (same $$ question), Bonita Coffee (talk about innovation)

  Issue 03 – Coffee - by Chloe List - Unbox Inbox

• In the words of Nikita Walia, “To build more exciting beauty brands (and, let’s be real, brands in general) we must focus on fluency instead of relevance. Cultural fluency is the practice of understanding the context in which images, signs, and symbols operate – relevance, on the other hand, starts with building a moodboard and imitating what you’ve seen before. Relevance creates images that are devoid of context but work and fluency build new meaning. In other words: stop putting stuff on a moodboard and go outside. Read books! See museum exhibits! Find meaning, not vibes.”

  Issue 03 – Coffee - by Chloe List - Unbox Inbox

• What I’m realizing is this–I know design is good when it gives me imposter syndrome.

  Issue 03 – Coffee - by Chloe List - Unbox Inbox

• I can guarantee you they didn’t get there by looking at what everyone else was doing.

  Issue 03 – Coffee - by Chloe List - Unbox Inbox

• 6. The coffee drinker who is a jaded creative or marketer tired of the moodboard effect, and lights up when they see something fresh and original

  Issue 03 – Coffee - by Chloe List - Unbox Inbox

• Stumptown, Tandem, Four Barrel, Sightglass, Partners, Coffee Manufactory, Lot 61, Counter Culture

  Issue 03 – Coffee - by Chloe List - Unbox Inbox

• I can all but guarantee that this is good coffee.

  Issue 03 – Coffee - by Chloe List - Unbox Inbox

• 5. The coffee drinker who was a coffee nerd before it was cool to be a coffee nerd

  Issue 03 – Coffee - by Chloe List - Unbox Inbox

• Hermanos Colombian Coffee Roasters, Nam Coffee, Homecoming Coffee, Little Wolf Coffee Roasters, Dayglow Coffee, Level Ground Coffee Roasters, Orbita Coffee, Verlé Coffee, Canyon Coffee, Rosso Coffee Roasters, Big Face, Assembly Coffee, Color Coffee Roasters, Wepa! Coffee, Nomad Coffee

  Issue 03 – Coffee - by Chloe List - Unbox Inbox

• You could argue some of these are bland. I still think they work. After all, good design is highly subjective

  Issue 03 – Coffee - by Chloe List - Unbox Inbox

• 4. The coffee drinker who loves white space even though their apartment always looks like a tornado just ripped through it

  Issue 03 – Coffee - by Chloe List - Unbox Inbox

• Fireproof Coffee, Process Coffee, Lip Service Coffee, Triple Co. Roast, Bake29S, Fritz Company, Rise with Apollo Coffee, Foxtrot, Lady Falcon Coffee Club

  Issue 03 – Coffee - by Chloe List - Unbox Inbox

• 3. The coffee drinker who is an old soul and collects coffee bags like vinyl

  Issue 03 – Coffee - by Chloe List - Unbox Inbox

• Couplet Coffee, Chamberlain Coffee, Swerl Coffee, Goshen Coffee Roasters, Perc Coffee, Crooked Coffee, Dune Coffee Roasters, Coffee Bae, Morning Matters, Creature Coffee Co.

  Issue 03 – Coffee - by Chloe List - Unbox Inbox

• I’m talking about the cartoon mascots, nostalgic type, gradients, 70s flat retro style, color color color, and touch of psychedelia.

  Issue 03 – Coffee - by Chloe List - Unbox Inbox

• Some of these brands are Gen-Z-owned, and some just look like they are.

  Issue 03 – Coffee - by Chloe List - Unbox Inbox

• 2. The coffee drinker born after 1997, or who consumes coffee like they were

  Issue 03 – Coffee - by Chloe List - Unbox Inbox

• Touchy Coffee, Luna Coffee, Lykke Kaffegårdar, Four Letter Word Coffee, Langøra Kaffe, Never Coffee, Fruity Coffee Coll.

  Issue 03 – Coffee - by Chloe List - Unbox Inbox

• What’s smart business about this approach is that the limited-release (and sometimes frame-worthy) nature makes them highly covetable and collectible.

  Issue 03 – Coffee - by Chloe List - Unbox Inbox

• 1. The coffee drinker with a pile of unframed art and posters waiting to be hung on their already art-clad walls

  Issue 03 – Coffee - by Chloe List - Unbox Inbox

• Starting [at a young age] he’s read everything that he could find about business. The subject that interests him, he’s read newspapers, biographies, trade press. He went over to his grandfather who was a grocer and he read the progressive grocer magazine, and he read articles on how to stock a meat department... What he’s really done is he’s created this immense vertical filing cabinet in his brain of layers and layers and layers of files of information that he can draw back on now for more than 70 years worth of data.

  Curius / Onboarding