All lobbycoffee shops look and feel the same. Beyond the actual product, they make verylittle effort to engage the office crowd as they take a break to purchase thatall important coffee.
 
The nameGood Co. was developed as a play on both Good Company and Good Coffee. It seeksto engage the corporate executive with a witty narrative, a dialogue that aimsto promote the encounter in a humorous and relevant way.
 
GoodCo’s strong black and white style and engaging dialogue breaks the usual codeof coffee environments. It’s deliberate use of “corporate speak”, which at thesame time references coffee performance makes it a stand out experience thatlives beyond the coffee itself.