the receipts, 14 · martinson coffee
Bringing back the man behind “a cup of Joe”.
This isn't a storyline. A cup of Joe refers to Joe Martinson. We cast him, wrote him, and built the brand around him again.
A premier brand, sitting on the shelf.
Martinson was meant to be one of Mother Parkers' premier brands. It took a back seat to white-label work for Marley Coffee, Tim Hortons and McDonald's McCafé, all of which I worked on too.
It always did fine. Fine wasn't the point.
joe, in his own words
“If a job's worth doing, it's worth doing right.”Joe Martinson, as written for the brand
Joe's story, in his own voice: hand-picked beans from the New York port, roasted again and again until the cup was right.
Joe would want you to have a second cup.
