From Earthmover to the new coffee boxes
By Deaton Pigot
Our new 10 oz boxes have a familiar name behind them: Cooper Foszcz. If you know our Earthmover shirt or Keep It Bogan artwork, you already know a little of his work with Tectonic. The boxes are the latest chapter in a conversation that began with an idea for some merch.
Meet Cooper
Cooper is the designer and illustrator behind Play House, a creative studio in Milwaukie, Oregon. His work spans brand identity, packaging and illustration, alongside his own art practice. With more than 15 years of professional design experience, he describes an approach built around collaboration, personality and a sense of fun. That combination has given us plenty to work with.
It started with Earthmover
I first got in touch with Cooper in March 2022 after coffee acquaintance Ashley Rodriguez passed along his contact. The brief was straightforward: hats, T-shirts and stickers for Tectonic. We picked the project back up the following year, with a word in mind: Earthmover.
There was a nod to Mike Mulligan and His Steam Shovel in the starting point, but the aim was to make something of our own. Cooper turned that into a steam shovel lifting the world, with a small globe mark on the front and a much bigger illustration on the back. It was a literal take on the name, with a bit of character.
The Earthmover hats and shirts went into production, and the work also included matching sticker artwork. Behind the scenes, we were talking about the practical details too: how the illustration would print, which blues worked on dark and light shirts, and how to keep everything feeling like one release. By August 2023, the final print files were ready.
Keeping it Bogan
In early 2025, we came back with a very Australian brief: Keep It Bogan, Baby! Cooper’s first response was to ask what “bogan” meant to us and whether the idea would connect with our customers. Then came the vintage matchbook references, the ute, and a line that felt right at home: “She’ll be right, mate!”
We brought West Hollywood and Orange, Australia, together in the design. Orange is my hometown, so that small line of type made the connection personal. We applied Cooper’s Keep It Bogan logo and artwork across the merchandise designs shown here, including the shirt, matchbook and air-freshener layouts.
A coffee company can have a bit of humour about itself, and this gave us room to do just that.
From the screen to the press
For the new boxes, we started talking with Cooper again in late 2025. We wanted a fresh look while keeping the grid mountains that had become part of Tectonic. The result pairs blue for blends with a lighter, beige-toned box for single origins. Plate lines, the mountain range and a seismograph give each panel something to discover.
Cooper leaned further into Tectonic’s scientific aesthetic, especially through the typography. He also considered how each panel would read with the box standing upright or lying on its side, giving our café and wholesale partners different ways to display it. As he puts it, ‘hopefully people get weird with it.’
Getting there meant more than choosing colours on a screen. Cooper worked through the artwork and spot-UV details with the printer, checking that the treatment landed on the right logos, lines and lettering. Our team’s August visit to the print shop in Sun Valley brought that work into the real world: printed sheets, colour checks and boxes taking shape.
Danny worked through the print approvals with Jimmy Cohn at JC Print Packaging & Display to bring Cooper’s designs to life.
The collaboration now reaches into the coffee labels too, adapting the information to different box and bag formats. From a globe on a shirt to the box holding your coffee, there’s a lot of careful work in the details. Thanks for everything you do, mate.