Challenge

Jot set out to revolutionize how we make coffee with a breakthrough reverse-gravity extraction technique — producing an ultra-concentrated liquid coffee that captures the full depth of every bean. But while the product was radically new, the category was deeply traditional. To convince consumers to rethink their morning ritual, Jot needed a brand and launch experience as refined, inventive, and premium as the product itself.

Insight

People make coffee the same way every day because the ritual feels sacred. To earn a place in that ritual, Jot couldn’t just present itself as better coffee — it had to feel like a little bit of magic in the everyday. This wasn’t about caffeine; it was about transformation — turning an ordinary act into something extraordinary.

Idea

We built a brand that made innovation feel enchanted. From the logo to the immersive launch film, every touchpoint captured Jot’s sense of alchemy — precision meeting wonder. At the center was a custom “magic kitchen”, a cinematic set that became both the visual world for the website and the stage for all content. The result: a design language that distilled craft, creativity, and surprise into a single pour.