We were asked to conceptualize the look and feel of a new coffee shop in Salt Lake City, where coffee is typically synonymous with reclaimed wood, edison lightbulbs, and local art. To stand out, we designed 3 Cups to be hyper minimal, clean, bright, and functional. Nothing to distract from the quality and beauty of the coffee and food. "The ability to simplify means to eliminate the unnecessary so that the necessary may speak." —Hans Hofmann