Forty 2

In the heart of New York, Forty 2 isn’t just another café — it’s where the new generation gathers. The aroma of freshly ground beans drifts through the air, sourced from small farms that care about quality as much as community. Every cup is brewed with intention, every pour a reflection of our commitment to specialty coffee.

It’s not just about what’s in the cup — it’s about the culture around it. A Gen Z space alive with bold visuals, crafted menus, and the kind of atmosphere that makes time slow down. From an iced pour-over between classes to a weekend brunch with friends, Forty 2 is where design, flavor, and community meet.

The palette was built to connect with Gen Z’s taste for bold yet balanced visuals. Olive-gold anchors the brand with a specialty vibe, while burnt orange adds energy and confidence. Caramel brown grounds everything in warmth and authenticity, contrasted by coral pink’s playful pop. Soft lilac brings a stylish pastel edge, and light cyan adds freshness and digital clarity. Together, they create a system that feels bold, grounded, and effortlessly modern. The branding and packaging stay intentionally simple, yet they connect with Gen Z through design that feels bold, relatable, and stylish.