TASK
Expand Black Rifles target audience to blue collar workers.
HUMAN TRUTH:
Completion is valued over recognition for these workers - because the job has to get done no matter what.
Black Rifle Coffee embodies this same grit — no frills, no fuss, just the strength to power through. It’s not about comfort; it’s about command — fueling those who don't wait for recognition because they know the finished job speaks louder than any pat on the back.
Solo Project
MANIFESTO:
At the end of the day, there’s no gold star. No recognition. You don’t need it. Your work speaks for itself.
Success isn’t something you wait for — it’s something you create with your hands, and it’s measured by what gets done.
This isn’t a typical 9-5. It’s a constant rhythm because the work needs to happen — even when you're running on empty.
You don’t need comfort. You need command — the kind that drives you to finish what you start.
Because what matters isn’t the applause or the praise. It’s the job, done well and right.
And Black Rifle is strong enough to keep up.
Cup after cup, shift after shift, until the job is done.
