Issue 001 / Control MC-001
Morning Count
Dark roast
A heavier, bold coffee for the start of the shift. Coffee for whatever time your morning starts.
Store statusOpening soon
Private commercial product / Issue 001
Coffee without theater.
Good coffee. Fair price. Low bullshit. Built for people whose workday starts whenever it starts.
See the coffee
No cart yet. The store is the next job.
Two coffees.
One for when the day starts before everyone else's.One for when the calendar already has opinions.
Launch lineup
Two issues / no unnecessary SKU sprawl
Issue 002 / Five on. Two off.
5 & 2
Medium roast
The lighter, more broadly approachable option. For people whose calendar already has opinions.
Store statusOpening soon
Anti-lifestyle notice
Contents: coffee.
Institutional Coffee Co. sells straightforward coffee in distinctive institutional packaging. The joke gets the first cup. The coffee has to earn the second box.
Low bullshit.
Fair price.
Good coffee.
- No mountains were climbed.
- No operators were consulted.
- No personal transformation is implied.
Store opening soon.
The two-coffee lineup is being locked before checkout goes live. No fake sale timer. No dead shop button. Brew. Drink. Continue.
Next phase: ordering, discounts, taxes and fulfillment.