Elevating the
Corporate Grind.
How We Built a Café Experience for Eurest That Scales Across Any Footprint—With Zero Loss in Brand Equity.
Role: Creative Director (Sum>One, Farmer Brothers)
The Friction: High Cost of Physical Growth
Many brands treat experiential design as an afterthought. Because of this, expanding a brand’s physical presence means dealing with three distinct points of friction:
Massive Overhead: Custom interior buildouts for every new location drain capital.
Visual Fragmentation: The brand message gets diluted when forced into non-standard layouts.
Speed to Market: Designing bespoke spatial assets stretches launch timelines from weeks to months.
The Solution: Graphic Design as Spatial Architecture
My team at Farmer Brothers leveraged high-impact, modular graphic design to dictate the space, rather than letting the space dictate the design, and with a streamlined national scale production plan brought launch times from months down to weeks.
High-Impact, Low-Cost
Sum>One utilizes high-impact color blocking, narratively focused photography, and minimalist packaging to command premium retail value. Eurest gets the high-margin, premium appeal of a boutique coffee roaster, while keeping capital expenditure (CapEx) remarkably low across their entire national network.
Visual Storytelling Scales
The modular graphic system ensures that the narrative remains the hero, regardless of the venue's size. From the cup sleeves to the menu boards and digital signage, the bold typography and intentional iconography act as immediate visual landmarks. This design framework allows Eurest to effortlessly champion sustainability and premium quality, building instant trust with the consumer at the point of purchase.
Rapid Modular Transformation
Because the Sum>One identity relies on a modular graphic framework rather than permanent physical modifications, Eurest can roll out a premium coffee concept into any existing corporate space seamlessly. There is no drywall to tear down and no custom millwork to wait on.
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Counter Cards
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Merchandisers
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Custom Machine Wraps
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Apparel
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![Shelf Shields]()
Shelf Shields
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Wall Coins
The Result: A Frictionless Blueprint for Growth
The partnership between Eurest and Farmer Brothers' specialty brand, Sum>One Coffee Roasters, yielded these primary outcomes:
Significant Reduction in Setup Costs: Stripping away the need for custom fabrication means capital goes toward market penetration, not drywall.
Fixture Agnostic: The design looks flawless in a 100-square-foot pop-up kiosk, a flagship brick-and-mortar store, or a digital screen
Hyper-Speed Deployment: New locations can be branded, approved, and launched in a fraction of the traditional timeline.
Cost-Effective Premiumization: It successfully met the rising consumer demand for artisanal, craft-quality coffee (including custom espresso, drip blends, and seasonal items) while keeping costs highly competitive for corporate clients amidst volatile coffee markets.
Financial Growth: The upscale café concept has serves as hub for corporate offices, directly driving sales and workplace marketplace growth for Eurest.
Socio-Environmental Impact: By scaling Farmer Brothers' Project DIRECT initiative, a portion of every pound of coffee sold directly funds training, environmental protection, and financial stability for generational farming communities in regions like Colombia, Guatemala, and Ethiopia.