Forty-Niners coffee

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We started by developing insights and ideas — the starting points of the future brand, which gave potential to the future concept and identity. The idea is based on consumer insight - the desire to feel the drive from life and change it for the better. The idea was the spirit of the California summer — an archetype that was formed in the late nineties and preserved by the modern young generation in Russia. The atmosphere of summer, the community of like-minded people and art have become associated attributes of the brand: the atmosphere of the beaches of Los Angeles, the street culture of skateboarding and graffiti, contemporary art.

The developed concept considers the brand as a place of association of caring and self-sufficient people of different cultures, ages and professions, those who are called «personality». The brand acts as an expert in metaculture and promotes the ideas of individualism, self-development and personal uniqueness, without trends, without time and without snobbery. The concept implies cultural collaboration of the brand with artists and activists, including in franchised coffee houses. Each coffee house creates a community of creative young people around it and becomes a project «with its own face», and the brand acquires the image of an expert, a messenger of current culture. The brand name «Forty-Niners» develops the idea and concept. The name is a historical reference to the first American gold prospectors, «people of the 49th year», and to their ideal example of hard work and dedication in search of their happiness and destiny.

Ideological and visual complexity open up various development paths for the brand and distinguishes it from competitors. The manifesto became an additional tool for communicating with the audience — it is a developed textual art object in each coffee house, declaring the principles and values of the brand. Quality coffee, signature drinks, and a variety of drinks are just part of the throbbing idea of bringing together unique people and their stories. The fourth wave of coffee and the «metaworld» of the third decade of the 21st century — have become that way. The main thing here is people, their experience and desire to change themselves in order to change society around. It doesn’t matter what helps them in this: art, work, hobbies or coffee.