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Brand
Digital
92 Coffee
$5,221
Cafe Pilot Sales, Zero Paid Marketing
1,271
Units Sold in Cafe Pilot
Solutions
Brand Identity
Brand Strategy
Market Entry
Product Launch
Social & Content
Web Design & Development
Industry
DTC
Food & Beverage
For Startups
Technology
Figma
Wordpress
Date Completed
2026
Overview
92 Coffee is a premium remineralized coffee brand, a joint venture between Prospekt and the founders of Harbour Grounds. Sea moss gives it 92 minerals and trace elements. We tested it at Harbour Grounds, then ran a formal multi-SKU pilot.
The Challenge
The ready-to-drink shelf is crowded with sugary products and vague health claims. 92 had to prove it could sell before seeking capital or retail space, while building product, brand and go-to-market at once in a 249 billion dollar coffee market.
- Validating real consumer demand and willingness to pay before seeking outside investment
- Building product, brand identity, and go-to-market strategy simultaneously with no existing customer base
- Standing out in a crowded, fast-growing ready-to-drink coffee category dominated by legacy brands
- Translating a personal, culturally rooted ingredient story (sea moss) into mainstream premium branding
- Structuring a joint-venture brand build with aligned decision-making between all partners
Our Approach
As a co-owned joint venture, Prospekt is building 92 Coffee end to end, from brand identity and product development through a structured pilot program designed to prove demand ahead of a wider retail and distribution launch.
01
Brand Identity and Positioning
Developed 92's full visual and verbal identity around the remineralized coffee concept, from can design across three flavor lines to brand voice
02
Product and Recipe Development
Worked through recipe creation and ingredient sourcing to bring the sea moss and coffee combination to life across Cold Brew, Toasted Coconut Oat Latte, and Salted Caramel Latte SKUs
03
Structured Pilot Program
Ran a multi-SKU in-market pilot from March 14 to May 15, 2026 to validate flavor acceptance, pricing, and real purchase behavior ahead of wider distribution
04
Distribution Partner Strategy
Positioned 92 for retail scale through relationships with L.A. Libations, the beverage incubator behind brands like BodyArmor and Zico, and Power Brands US, a leading beverage consulting firm
05
Go-to-Market Roadmap
Mapped a phased path from brand and recipe development through DTC launch, L.A. Libations retail placement, and full national distribution
The Solution
Prospekt is co-building 92 Coffee as a joint-venture brand, covering brand identity, product development, and a validated go-to-market path from cafe pilot through to retail distribution.
Brand Identity System
Product and Market Strategy
Go-to-Market and Launch Planning
Retail and Distribution Positioning
Brand Identity System
A distinct visual and verbal identity for 92's remineralized coffee line, built to support premium positioning across three flavor SKUs
Product and Market Strategy
Category and pricing strategy informed by real pilot sales data across two in-market test runs
Go-to-Market and Launch Planning
A phased roadmap from pilot validation through DTC launch and national retail distribution
Retail and Distribution Positioning
Strategic introductions and positioning work with beverage industry distribution partners ahead of retail scale
The Results
$5,221
Total Pilot Net Sales, Zero Paid Marketing
1,271 units sold through Harbour Grounds cafe (March to May 2026) before any outside capital was raised
$2,720
Of That: Toasted Coconut Latte
448 units sold during the formal March to May 2026 pilot at a $6.07 average price point
$2,501
Of That: Cold Brew
823 units sold during the same pilot window at a $3.04 average price point, showing dependable demand alongside the flagship latte
$42.46B
Projected 2030 RTD Coffee Market
Category forecast to grow from $29.44B in 2024 at a 6.2% CAGR, giving 92 a large and expanding market to scale into
Reach out
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