FELIX ROASTING CO.

Prior to launching Felix Roasting Co., we conducted thorough research on the history of coffee and its cultural significance around the world. This exploration provided the foundation for our vision, serving as a wellspring of inspiration we returned to frequently throughout the project.

Our fascination with the Golden Era of Decorative Art guided our quest to create a sanctuary and space where artistry and ritual would intertwine to honor a passion for coffee shared by all who walked through the door. Drawing from the Aesthetic Movement, the Jugendstil Movement, and the vibrant 20th-century Azulejos of Portugal and Spain, the brand and interior strategy was designed to scale with grace.

lounge w/ custom wall covering and facsimile artwork incorporating wall covering

We conceived a custom collection of fabrics and wall coverings, ensuring that future locations would carry the essence of our vision. We designed an extensive array of logos and patterns, each element infused with a rich sense of heritage and depth. The starburst pattern adorning the cups symbolizes the invigorating stimulation and explosion of energy that coffee provides.

The team produced a magazine and Culture Almanac for the employees, serving as a manifesto to guide them through the brand’s story and ethos.

Felix Roasting Co. was envisioned as, and became, far more than a café for people to move through. Every element was seamlessly woven together to elevate the ordinary experience of coffee into a communal and artistic moment that connects and nourishes.

LOCATION
New York, NY

COMPLETION DATE
2018

INTENTION
Create the concept, identity, product and interior design to create a curated coffee ‘sanctuary’ and atmosphere.