Rory Sutherland, a celebrated figure in the creative industry, is renowned for his unconventional yet brilliantly effective ideas. One example he shared on Jamie Laing’s Great Company podcast was particularly striking: a coffee shop designed specifically for busy commuters, serving only flat whites.

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“Flat White or F*ck Off” embraces a no-nonsense philosophy—no fuss, no faff, just great f*cking coffee. The brand’s crude, handwritten aesthetic, inspired by the hurried scrawl of a barista mid-rush, pairs with a sharp, witty tone of voice to create an identity that is both disarmingly simple and instantly engaging.