What happens to the integrity of a brand once the experience leaves the café and travels with the product?

In the latest issue of  Chasing The Goat, Grid Coffee’s brand publication, our Founding Partners Ding Fan and Fang Jianping spoke about UDL’s thinking behind the online retail packaging system designed for Grid Coffee. Covering drip bags, coffee capsules, and snack products, the project also opened up a broader conversation about how a brand experience can extend from the physical café into everyday life.

Published by Grid Coffee alongside its two annual Origin Seasons, Chasing The Goats explores the landscapes, people, and cultures behind coffee origins, offering a closer look at the places that shape each cup.