Unfiltered Coffee

Unfiltered is a chain of coffee shops that do much more than fuel your need for morning coffee.  It’s also a thrift store, restaurant, nighttime entertainment hot spot, and just a great space to hang.

Unfiltered deserved a positioning that was much more than a brand identity. So we created a movement, a language and a rallying cry for the “Un” crowd.

A person with glasses and earrings smiling, holding a coffee cup towards the camera. Overlaid text reads: 'On Filtered, The Official Fuel of the Uncrowd.'
Person wearing a green T-shirt that says 'ON IMPRESSED' standing outdoors with hands in pockets.
White coffee mug with black text and graphic that reads 'IN STABLE' and features a simple graphic of a wine glass.
A smartphone displaying an Instagram post with a burger, surrounded by images of a person playing guitar and holding a coffee, each with overlays of stylized text reading "On Feathered," "On Plugged," and "On Filtered."
Sign with the quote 'Don't be an understudy in your own life. On filtered' being held by a person outdoors.
Person wearing a black cap with the words 'ON COOL' and a denim jacket, looking downward.
Digital collage showing three photos and an iPhone with social media content overlaid. The first photo has a woman in vintage clothing with a large pink and purple floral background. The second photo is a steaming cup of coffee on a table. The third photo shows a woman reading in a decor-filled room. Overlaid text on all images reads "UNFILTERED LAKELANDFAN" and "ON COOL" in various styles.
Person sitting with legs crossed holding a laptop decorated with various stickers, including peace symbols, hearts, skull and crossbones, pandas, a cartoon character, and brands like Supreme, Adidas, and Disney.
Person standing outdoors holding a white tote bag with black stylized text or logo.
A person holding a smartphone displaying a Facebook page for Unfiltered Lakeland, a coffee shop located at 801 East Main Street, Lakeland, Florida. The page features a cover photo of the coffee shop exterior and a large circular logo with the words "FILTERED ON."
People gathered around a table with wine glasses, food, and vegetables. Text overlay says, 'We host meetings and wine tastings. Just not on the same night.'

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