Minus

Minus (fka Compound) was created for people obsessed with coffee and the planet. It’s a beanless cold brew that protects coffee ritual, farmer livelihood, and our precious world.

Before Minus was Minus, the team approached Governess on the cusp of a consumer launch to lead brand strategy, help develop a new name, and create a standout brand voice. Founder and Costa Rica native Maricel Saenz had a lot to say. But she couldn’t find the right words without spiraling into a cautionary tale or heady science.

Through a bold, occasionally frothy brand voice, Minus tapped into the Big Feelings our Millzy target has about coffee—while motivating change. The once far-away idea of climate action became as easy as reaching for a can of fruity, chocolatey Minus cold brew. And just like that, coffee became immortal. With Minus, you can drink your coffee and save the planet, too.