Branding
From the first workshop, it was clear that TØRK had to feel more like a street-wear label than a traditional coffee brand. Food & Beyond coined the name “TØRK,” wrote the slogan “Fuel Your System,” and carved out a brand DNA built on industrial minimalism: heavy condensed typography, matte-black and steel-grey palette, and a blunt, no-nonsense copy style. We developed a complete visual toolkit—logo suite, icon grid, photography direction, and motion templates—for use across packaging, social, and out-of-home. The hero asset is a heat-sealed pouch with a raw-steel finish and an oversized word-mark that dominates shelf space and Instagram feeds alike.

Product Ideation & Production
Food & Beyond led R&D sessions to define three roast profiles (Ethiopian Light, Colombian Medium, Indonesian Dark) and two dose sizes (single, double). We sourced Rainforest Alliance–certified beans, negotiated toll-roasting with a Kuwait-based partner, and oversaw pilot runs to perfect grind size and nitrogen-flush parameters for a 12-month shelf life. Packaging engineering focused on pouch ergonomics: tear-notch placement, heat tolerance for immersion brewers, and secondary cartons optimised for e-commerce shipping. Detailed SOPs and QC checklists now live in the co-packer’s facility, ensuring every batch hits flavour and safety targets.

Distribution & Marketing
Launching as a digital-first brand, we paired the e-commerce channel with a curated network of gyms, co-working cafés, and premium convenience stores in Kuwait City and Dubai. Food & Beyond negotiated wholesale margins, created merchandising kits (counter-top display rails, magnetic shelf-talkers), and scheduled “Shot-in-60 Seconds” sampling activations at partner venues. The marketing engine runs on a three-pillar plan: (1) performance media driving quiz completions, (2) micro-influencer reels showcasing the pouch ritual, and (3) retargeted offers tied to abandoned carts.

With brand, product, and go-to-market all firing in sync, TØRK is now positioned to expand into Saudi Arabia and introduce limited-edition origin runs under the same robust operational framework crafted by Food & Beyond.