“Yeah, No… Yeah” Coffee

BBS: Ryan and I met about a year ago through coffee trade shows, and we instantly clicked. This year at the Specialty Coffee Expo, we were hanging out, talking about life, dogs, and nature, when Ryan joked about starting a coffee brand called “Yeah, No…Yeah” – a phrase we kept saying, as I’m sure a lot of Midwesterners do. The idea felt both funny and uniquely Midwest. A couple of months later, Ryan reached out seriously about collaborating, and it just felt right. It quickly evolved into a collaborative project under Relative Coffee, combining my roasting expertise with Ryan’s experience in the craft beer industry.

RW: From the start, we wanted to keep it simple, focusing on shared marketing and splitting costs and profits. While it’s a fun collaboration now, we see the potential for future projects—like seasonal releases or other Midwest-themed phrases. It’s really a concept with endless possibilities.

BBS: We decided to keep "Yeah, No…Yeah" coffee as a collaboration under our existing brands rather than creating a whole new one, so we could focus on supporting each other instead of starting from scratch. In the past week, both of us have shared multiple posts across social media, boosting visibility for both our brands. The press release and recent interview have driven even more traffic to Relative Coffee and my work, letting us amplify each other's reach and audience without the need to establish a new following.

RW: I would say collaborative and uplifting with a bent towards Midwestern sensibilities and appreciation for language. Yes, the coffee is great, but also, it's supposed to be fun. Coffee can be really serious, so it's a fun little quirky thing, right? The thing that I like most about “Yeah, No…Yeah” is when I mention it to people, anyone with an association with Midwest, they just start to laugh. They start to smile—and that's step one. And then on our bag, it actually says that we're just two guys trying to uplift this craft coffee concept to show that you can have fun collaborating in this industry. Collaborations in coffee are usually at a larger level instead of two small, independent brands.

BBS: We worked together on the design, merging Ryan’s experience from beer collaborations with my inspiration from typography-focused movie posters. Ryan even brought in a bold font he’d created, which became central to the look. The packaging reflects both our identities, with each of us featured on the side gussets, while the front emphasizes the name of the blend, since it’s such a draw for folks as Ryan mentioned earlier. It’s a fun, neighborly project that blends our personalities and lets us enjoy the creative process.

RW: I’d like to add that Bryant’s original artwork didn’t include side panels, so we each got a space on the sides to tell our story subtly. True to Midwestern modesty, the legal details and a bit about our collaboration are hidden on the bottom of the package. The back also has a fun message, “Thanks for drinking great coffee. You’re cool,” which most people may not notice, but it’s a little Easter egg for those who do. This design gives us room to evolve. If we add collaborators in future projects, we could keep expanding the concept, potentially involving roasters from other states, making it an ever-growing, playful project.

We believe every package should feel like a gift, with thoughtful details like a nice box, quality tape, and a little note. This idea even extends to those hidden elements on the bag, like a surprise message—the “fortune cookie” of coffee bags. When I finally saw the bags in person, I was thrilled with the print quality and the design; it was a proud moment seeing our collaboration come to life. The design reflects both our styles, and it’s eye-catching enough to stand out on a shelf.

BBS: My day job is at Mill City Roasters, where Roastar sponsors our packaging class, so I’ve had the chance to experience Roastar’s packaging firsthand over the years. From virtual classes with Roastar to receiving high-quality bags, I’ve always found Roastar’s packaging impressive and approachable, standing out even compared to other companies. It’s been exciting to see Ryan collaborating with Roastar as well.

RW: As someone who grew up in a small business environment, I really value Roastar’s commitment to supporting small-scale customers alongside larger ones, knowing how challenging it can be to grow from the ground up. Over the years, I’ve checked in with people I’ve referred to Roastar, and the feedback has consistently been positive—on their service, product quality, and environmental efforts. I only partner with companies I genuinely believe in, and Roastar aligns with my values, especially when it comes to sustainability. While packaging is (almost always) inherently wasteful, Roastar actively works toward better solutions without greenwashing. They take incremental, honest steps toward progress. It’s that genuine effort that makes me feel good about collaborating with them.

BBS: The collaboration went smoother than I expected, though the biggest challenge was building trust in one another outside of the convention setting, where our friendship had primarily developed. It felt like transitioning from summer camp acquaintances to working partners. With the packaging, we initially had different ideas and files, but as the concept came together, we found a clear path that balanced both our visions. We each compromised a little, and our personalities made it easy to collaborate.

RW: From my perspective, the main challenge has been logistics, like getting in front of people and managing the rising costs of shipping, especially with the holidays coming up. Beyond that, the collaboration process itself has been smooth, particularly when it came to deciding on the coffee blend and roast profile, which made perfect sense for "Yeah, No… Yeah."

RW: This collaboration has been a great process builder. If we do another project, it’ll be smoother since we’ve established a rhythm and learned what information to exchange. Creating press contacts, crafting marketing plans, and handling logistics have all been part of the learning curve. Now we have a foundation to refine and replicate for future collaborations, whether together or independently. This collaboration works well because Bryant and I bring different skill sets and perspectives, which helps balance the process. It’s similar to how I approached collaborations in the beer industry—ensuring it’s mutually beneficial and fun. Worst case, we end up with a lot of coffee to drink, which isn’t a bad problem, especially since it’s a business expense either way.

Bryant: & Ryan: Thank you!