At Califia Farms, we believe great coffee should be available for everyone, everywhere. We mean truly responsibly-sourced, meticulously-roasted, and expertly-brewed coffee. That simple idea was the inspiration behind our our "Better Coffee For All" campaign — which maybe you've noticed in the form of #BetterCoffeeForAll on Instagram. A year after launching that campaign for our first-ever Direct Trade-sourced, all-black cold brew coffee (what we call Black Label Cold Brew) we're taking our message to new heights — think 14 by 90 feet and popping with color! So whether you're in the Bay Area or the Tri-State Area, there's something we think you should see.
Each mural is a unique, hand-painted art installation — inspired by our California heritage and our muse, Queen Califia — offering a brightly-colored interpretation of our "Better Coffee for All" campaign. Murals in Brooklyn and San Francisco, created in collaboration with the wonderfully talented graphic designer and illustrator Mallory Heyer, are on display this week through the end of September. And we've got more coming — we're hitting the streets of Los Angeles in November.
Our CEO, Greg Steltenpohl, explains: “Since inception, our brand has created a unique aesthetic to tell its story, helping to drive adoption of our delicious plant-based beverages through iconic, disruptive packaging and head-turning graphics. We are extending that approach with these stunning interpretations of our 'Better Coffee for All' mission, which aims to make premium, 'better for the people and the planet' coffees more accessible at the retail level. We believe that developing great-tasting coffee is its own kind of art, requiring hands-on care, curation and a singular creative vision. These vibrant, one-of-a-kind murals beautifully reflect that mission, and will brighten up the day of passers-by, while extending awareness of our delicious Black Label Cold Brew Coffee creations.”
Of course, if looking at these walls brightens a few people's days, that's more than great. But we recommend grabbing a bottle of Black Label Cold Brew Coffee (now available nationwide at Whole Foods Market) and taking in the murals — enjoying the product coupled with its artistic expression is the ultimate experience, thanks to Mallory Heyer.
Speaking of Mallory, the artist for the Brooklyn and San Francisco installations, she has created work for MTV, Refinery29, Simon & Schuster, LOGOtv, Google, Sony Music, and OkCupid, just to name a few. The brilliant artists of Colossal Media hand-drew and hand-painted the murals on the placements using 100% recycled paint. The result is a series of one-of-a-kind artworks that are vibrant, offering greater dimension and a more human touch than standard digital billboard reproductions.
On display until October 1st, our Brooklyn mural is located in Williamsburg at North 14th + Wythe, and the San Francisco mural is located at Jackson Square, at the cross streets of Pacific + Sansome. The artist for the Los Angeles mural, to be located in West Hollywood at Melrose + Ogden, will be announced shortly.
So pop into your local Whole Foods Market, grab a Black Label, and head down to Williamsburg or Jackson Square, sip and enjoy. You'll see what we mean.