Food & Beverage

How a Small LA Coffee Shop's Cup Sleeves Became the Go-To Marketing Vehicle for Billion-Dollar Brands

The story of Alfred Coffee and its trendy rings of cardboard

Though Alfred Coffee is a chain that's largely confined to Los Angeles, huge brands such as Netflix have signed on to promote themselves on its coffee sleeves.Images by Audrey Ma / Claire Haycox; courtesy of Alfred Coffee

By Robert Klara

October 13, 2020

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Six years ago, a staffer from Kelly Wearstler’s studio stopped by Alfred Coffee in West Hollywood to fetch a bunch of cappuccinos and vanilla lattes for the office. This was nothing especially out of the ordinary, since the indie coffee shop and the headquarters of the acclaimed furniture and interior designer were just a few blocks apart.

Robert Klara

Robert Klara is the senior editor of brands at Adweek, specializing in the evolution and impact of brands.

Food & Beverage

How a Small LA Coffee Shop's Cup Sleeves Became the Go-To Marketing Vehicle for Billion-Dollar Brands

The story of Alfred Coffee and its trendy rings of cardboard

Robert Klara

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Robert Klara