“Telemetry Coffee Roasters is a product of—and an homage to—a distinctly Midwestern ethos, so its complete renaming and rebranding was conceived as a celebration of the eclectic, iconoclastic spirit of Midwestern inventors, astronauts, tinkerers and test pilots. The visual and verbal aspects of the brand reinforce notions of humble heroism, whimsical workmanship and approachable intellectualism.”
