Embracing Creativity and Collaboration: Unveiling the Artistic Soul of Minus Coffee

Embracing Creativity and Collaboration: Unveiling the Artistic Soul of Minus Coffee
Creating a brand from scratch is no easy task. It requires dedication, creativity, and a deep understanding of your target audience. However, building a brand that not only disrupts the market but also creates a new category is an even greater challenge. Minus Coffee is the result of countless hours of love, iteration, soul-searching, and creativity. From the very beginning, our vision for Minus Coffee was to empower and excite our community while making a statement about the urgency of climate change. We wanted to deliver an exceptional and delicious coffee experience while remaining a sustainability and mission-driven company. It was important to us that our community felt not only connected to our brand but also excited and empowered by consuming our product.



At Minus Coffee, we believe in the power of merging different worlds - coffee, art, and science. This belief led us to embark on a collaboration that would bring our brand to life. As part of our brand ethos, we sought to partner with incredible artists who could complement our visual identity. That’s when we had the good fortune of crossing paths with Calvin Sprague, a talented brand illustrator based in Rotterdam. Calvin’s unique style, characterized by geometric shapes and playful elements, resonated deeply with us.

Calvin’s illustrations quickly became an integral part of our visual identity, breathing life into our brand and adding a touch of vibrancy. We were so captivated by the magic behind his illustrations that we decided to ask him a series of behind-the-scenes questions about his creative process:

What inspired you to develop this pattern? I made this work based on subjects I am deeply rooted in, vintage psychedelic themes. Similar to The Beatle’s Yellow Submarine, trippy retro visuals from the 60s and 70s are some of my favorite aesthetics. Since this is a coffee drink, I felt the idea of having a constant, flowing illustration would portray the drink’s energetic characteristic.

Walk us through the process from ideation to final illustration. I find it helpful to start with rough pencil sketches before moving on to the computer. I like to run through many ideas before I work through them further. After the general idea is locked down, it’s simplified, refined, and balanced through color until the illustration is just right.

What was your favorite part about the process? I love working with food and beverage. I can visualize a taste or an experience that makes the whole process feel extra special. How can you entice someone to try a product without ever tasting it? What makes it stand out from the rest of the products? These are the questions I ask myself while designing food and beverage packaging.

How do you feel about the final results? I love how the final pattern turned out! The way the colors interact with the line work works well and has a balanced aesthetic that makes the trippy movement feel modern and clean.


My name is Calvin Sprague. I am an American Illustrator based out of Rotterdam, The Netherlands. I’ve been freelancing for over 10 years now working for wonderful clients such as New York Times, Apple, Disney and Target. My style is a mashup of Bauhaus, pop psychedelics, and colorful constructivism.

Where does he draw inspiration from? I draw my inspiration from everyday experiences. I live in a unique place where different cultures surround me. As an ex-pat living in another country, this challenges me to keep learning and growing. I’m often inspired by the stories I hear from people I meet while traveling.

What is his most favorite piece of work he’s worked on: I don’t have a single favorite piece. I believe that my style continues to evolve every year. I like to look back, see my work, and remember where I was during that time. I believe my best work is yet to come.

Plug himself in by sharing where we can see his work (IG, website, etc)

My work can be found on my website https://www.unionhaus.com/ behance https://www.behance.net/unionhaus and Instagram https://www.instagram.com/unionhaus/

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