French Press Coffee Maker

Lincoln-based People’s City Mission, a non-profit homeless shelter, formed the Mission Bean Coffee Company, a for-profit entity whose proceeds would be used to help fund the operations of the Mission. With big dreams and a small budget, this tiny new brand was launched at retail in the face of aggressive and deep-pocketed competitors. To succeed, we had to change the rules of the game. To make it about something other than simply the coffee beans in the bag. To build a brand that stood for the ‚greater good?-ness outside the bag that complemented the goodness within. We set out to be that likeable underdog. A brand that championed social justice and provided an easy way for consumers to take action—buy one bag, feed one homeless person. In winning their heart, we’d win their wallet.