Concept Cafes

From their collaborations with heavy metal bands to their commitment to bringing high-quality specialty coffee to fans, Concept Cafes infuses each project with creativity and attention to detail. Their focus on immersive packaging and authentic connections with artists and fans has helped them cultivate a loyal following, both in the U.S. and abroad.

When it came to packaging, Concept Cafes sought a partner that could match their passion for quality and creativity, leading them to Roastar. The collaboration allowed them to maintain the premium feel of their products while exploring new and inventive ways to present their coffee. We spoke with Mike Tonsetic, a founder of Concept Cafes, to learn more about their journey and the vision behind the brand.

We couldn’t think of a better brand to speak with as we approach spooky season! Do you want to tell us a little bit about how Concept Cafes and its unique aesthetic came to be?

MT: Sure, the short version is that my partner Char, who’s now our master roaster, approached me with an idea in 2018. As I started researching the coffee industry, I realized there was a real opportunity—something bigger than just a daily pick-me-up. Seeing the growth of the private label market, I thought it could be like the explosion of the craft beer scene. So, we pivoted from retail to wholesale, focusing on creating unique private-label coffee collaborations.

When we launched our first big project with Cannibal Corpse at a major Orlando convention in 2022, it was like a scene out of a movie. Orders started pouring in from all over, and it took off beyond what we expected. We didn’t want to be a one-trick pony, though, so we expanded to collaborations with other artists and bands, and even different types of events and genres.

Our vision was to give heavy metal fans an experience that felt like putting on a new vinyl record, reading the lyrics, and getting lost in the moment. We wanted to capture that nostalgic, immersive feeling through our coffee and packaging. It’s about offering coffee that doesn’t just taste great, but also tells a story—something fans can connect with, hold onto, and truly appreciate.

What a story! The collaboration with heavy metal artists is really unique. Was that genre of music the main inspiration for your brand and aesthetic as we see it today?

MT: Yeah. Most of us who work in the company grew up in the late 80s and early 90s, so it's a part of us. So we thought, how do we share that with everybody else? But there are other inspirations, too. For example, I grew up skateboarding, and that's one thing where we thought, hey, we want to work with a professional skater and put something out there for the skating culture community.

Overall, I think the aesthetic lends itself to a really big surprise—I mean, when people drink Cannibal Corpse coffee, it’s not a gimmick. They're drinking really good coffee. It really blows people’s minds that there is some substance to it.

Absolutely! It sounds like you’ve got an amazing product. Surely there was a lot of troubleshooting along the way. What are some of the biggest challenges you’ve faced so far?

MT: I think the biggest challenge has been changing people’s minds. Coffee has just become something that everybody drinks on a daily basis, so it doesn’t get much thought. I often use this analogy: in most supermarkets, the coffee section is so small and boring. Contrast that to the cereal aisle. Cereal brands have mastered creating excitement with their packaging. Why shouldn’t we do the same with coffee? It’s about helping people see beyond the initial price tag and appreciate the quality and experience.

Changing the perception that specialty coffee is just a gimmick or that it’s too expensive has been tough. When you do the math, a bag of really good coffee is less expensive than a daily coffee run at a café. It’s funny—people invest in supplements and vitamins and whatnot, but then they'll drink the worst coffee out there. I don't get it, but that's what we're trying to change.

That cereal aisle analogy is great! What an interesting challenge you’re facing. It sounds like you’re pushing the boundaries of conventional coffee packaging—so what made you choose Roastar as your packaging partner? How did you hear about us?

MT: When we first started, we wanted to shift towards full-print packaging and move away from basic bags and labels. Roastar’s name kept coming up in conversations with industry peers, and after seeing the work they did for other clients and checking out a sample package, we recognized the quality they offered.

We know Roastar isn’t a huge conglomerate, and neither are we—that’s part of what drew us to you. We’re always focused on quality over just cutting costs. Sure, when you scale up, you think about price, but it’s never worth sacrificing the fan experience. It’s like choosing between a basic model and a luxury version—sometimes a small investment can make a big difference in quality.

Plus, we needed a partner who could scale with us and adapt to our logistical needs. A lot of companies send their packaging overseas, but we’ve seen how shipping delays can create problems, like coffee getting stuck in transit. With our events, conventions, and tours, timing is critical. Roastar’s central location and reliability have been key for us. They’ve helped us adapt to those last-minute needs that come with the music and entertainment industry.

With Roastar, it’s not just about the quality of the packaging but also about your willingness to listen to our ideas and collaborate creatively. For example, we came up with a project to make coffee tins that look like drums, allowing fans to build their own custom sets. Roastar really has embraced the challenge and guided us through the process. Their patience and support have made all the difference. For us, it’s always been about choosing quality over quantity—every time.

What a fun project! Is there anything else in the works that you can tell us about at this time?

MT: One artist we’ve been working with suggested a coffee bag designed to look like a guitar amplifier design, and we loved that idea. We’re also working on a transparent package for a paranormal-themed coffee that’s designed to look like it’s holding spirits inside with a magical binding spell. It’s all about creating experiences that go beyond the typical coffee product, making each one feel unique and exciting—whether that’s through an eye-catching design or a fun, spooky concept. It’s these kinds of creative projects that keep us excited about what’s next.

We can’t wait to see what you create next! To finish up, how would you describe your brand in three words?

MT: I would say innovative, fearless, and quality. I mean, that's there's no other better way to describe this.

Somebody recently asked us what makes us tick, and I immediately thought of this: I was watching a teenager get his photo taken with our coffee and a band that I grew up with—these guys were my heroes when I was young. This kid was so happy, like he might cry, holding a coffee package that he’d probably keep on display for the rest of his life. It’s moments like that that keep us going. We might only play a small role, but seeing the joy it brings to someone is what drives us, far beyond the financials. It shows that coffee can be cool and relevant outside the usual coffee crowd.

Our plan for the future is to bring this cool coffee experience to more festivals and events, shifting how people perceive coffee as more than just a daily necessity.

What an inspiring story! It’s not every day that you encounter a brand with an origin story as cool as its packaging. Mike, thanks so much for speaking with us. We can’t wait to see what comes next from Concept Cafes. Thanks again!

MT: I appreciate it, thank you so much!