Here&Now Urges People to Use Coffee for Carpe Diem Moments
The founders of FITCH Brew Co (FITCH), a brand selling iced tea and coffee drinks, have approached the Leeds-based agency Robot Food to help and guide them throughout the branding journey they were about to embark, planned as a way to establish a stronger connection with consumers. With a presence of five years in the market, FITCH wanted to expand beyond its largely B2B sales approach and move into the DTC and “grab and go” segment, and also to seek more investment, the company changed the way it looks so that people can hopefully change the way they think about caffeine.
Slowing down and savoring a cup of coffee seems like history or even a luxury for many of us, as the drink has somehow become a product to boost our productivity at work. But not on FITCH’s watch, as the company seeks to encourage people to rethink the way they drink their beverage, reflecting this amazing idea throughout the entire brand, from name to packaging and illustrations.
In line with the philosophy of slowing down and enjoying the moment is the brand’s name: Currently known as Here&Now, the name suggests that coffee should be used for carpe diem moments, for actual breaks during which one gets to reclaim their time. It playfully defines the idea of a cold brew drink as being the “antidote” to the culture that sees caffeine as the one dose one needs to cope with the extra hours of work they have. When interpreted as a source for charging our batteries, coffee isn’t part of a beautiful ritual anymore but rather a step to getting closer to burnout.
