Some would say coffee is the the elixir of life, some of us just consume rather a lot of it. I know in the studio who's turn it to make it always causes turmoil (I'll post a story about how we deal with this some other time). Our understanding of the stuff was expanded recently when we were ask to brand a new coffee shop in Leicester.
The proprietor had an obvious passion for it and subtly educated us on its nature. He expressed what he imagined his shop to be, the experience for the customer and explained the theory of the perfect brewing temperature - 96º.
And so the name was established... Ninety Six Degrees. Then the fun part, some sampling, discussion, concept development and following client input the brand was unveiled and rolled out.