Folio Coffee was designed to challenge the visual conventions of the coffee aisle by adopting the refined aesthetic of premium beauty brands. This approach was intended to create cut-through in a crowded category while appealing to Gen Z and younger millennials, who increasingly associate clean, minimalist design with quality and modern lifestyle brands. The name Folio reflects the idea of a curated collection, with each flavour presented as an edition within a cohesive brand system, while the design language creates opportunities for future collaborations and expansion into adjacent lifestyle categories.