Delicious coffee reimagined for ultra convenience. 😎 The lightbulb went off when Brandon mentioned to Justin that there was no convenient way to make coffee in the bus while on the road. The issue was that a coffee maker took up too much space, instant coffee tasted stale, and expensive coffee equipment just made making coffee a hassle. Justin was a big time coffee drinker and was frustrated with his at-home solutions also. He mentioned how coffee concentrates were overpriced and only made a few servings per bottle. There were so many ways to make coffee, but none that made quality coffee, anyway you like it, without all the fuss!