Brand Strategy, Brand Design
New York City
Brand Bureau collaborated with the coffee brand, Nobletree, to design their newest retail outpost located in the Westfield World Trade Center. As owners and operators of a working farm in Brazil, Nobletree sought to create an experience that establishes a sense of transparency and connectivity between their coffee and their customers, showcasing the natural and man-made processes that bring coffee beans to the cup. For Nobletree’s design and brand assets, the Brand Bureau team wanted to visually translate this mission statement and create a space that serves as a physical embodiment of “modern natural.” By combining the ideas of theater, modern farming, and nature’s imprint, Brand Bureau created a fully-immersive environment that represents a sense of union between nature and refined performance. Rich, natural woods and unfinished edges evoke a sense of “rough-refined” elegance, while clean-lined fixtures add an element of modernism and brass and copper accents subtly hint at the tools and process of coffee making.