Jayce Walker

Got the idea from actual arrowheads, the kind used as tools. Sharp, purposeful, nothing extra. Wanted the brand to feel like something you'd actually wear on a trail, not something you picked up at a mall because it looked outdoorsy. There's a difference and people who spend...

Noir was all about restraint. Easy to overdo a coffee brand. Go too warm, too rustic, too cozy. Went the opposite direction. Dark, minimal, a little cold almost. Gold tones because they earn it, not because coffee is brown. The name did a lot of the heavy lifting. Noir already...

This one's ours. Took way longer than it should have. We kept scrapping everything and starting over. Couldn't figure out why until I stopped trying to make it clever and just made it honest.

The diamond mark went through probably fifteen versions. The one that stuck was the...