Rory Sutherland, a celebrated figure in the creative industry, is renowned for his unconventional yet brilliantly effective ideas. 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.

Millions of online impressions, massive media coverage in Design Week, Famous Campaign and Oustanding brands. Now we have created a real business out of this concept creating a pop up space at Outrenet in London and we are just getting started.