Fellow Products | Coffee Playground


Fellow Products disrupted the kettle industry with their sleek Stagg kettle. After two successful Kickstarters, Fellow opened up their first showroom on Valencia Street, San Francisco's coffee mecca. With limited products to sell, Fellow struggled with how to differentiate their store and create a community of new and loyal customers. Fellow approached the studio to rethink the purpose of their store. We were responsible for defining their retell story and programming calendar. 


Knowing that "play" was a vital component to convert their customers, we worked with Fellow to transform their storefront from a hands off "Kettle Museum" to an immersive "Coffee Playground". What resulted was an annual programming calendar that positioned Fellow as an "unfiltered friend of the coffee industry" giving people the tools they needed to navigate the often complex and intimidating world of coffee. The story was brought to life through a 12-month programming calendar based on curated themes that resonated with coffee lovers. 

By flipping the script from a passive store to a kinetic playground through monthly themes, event sales were up, foot traffic doubled and we received several press hits. Not only do we now know what we stand for, our community is using our space to regularly connect with other coffee lovers face to face.
— Hanna Mcphee, Director of Marketing

Monthly Programs

Fellow Products Whereabout Studio

Rotating Coffee Wall

Fellow Products Whereabout Studio Coffee Wall

Limited Edition Collaborations


Coffee Mornings

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Brew Classes with Special Guests