SOLO Coffee is a response to the growing need for transparency and accountability in everyday consumption. While coffee is often positioned as a comfort or quick fix, its production and packaging systems are rarely questioned. This project reframes coffee as both a personal ritual and an environmental decision. Using ethically sourced beans, compostable single-serve bags, and soy-ink printed packaging, SOLO challenges the convenience-driven norms of the industry. Its pigeon symbol references both the brand’s Toronto roots and the global journey of the coffee itself. Through the pop-up store, poster series, and AR experience – SOLO aims to make sustainability feel approachable, tactile and modern. The brand invites users to reconsider what it means to consume consciously in a throwaway culture.