From India to NYC on a shoestring.


Ministry of Kaapi began after Danée Shows realized she couldn’t get authentic Indian filter coffee anywhere in New York. Having used up her boyfriend's supply she decided to quit her 9-to-5 and source and import her own, introducing the city to the tastes and traditions of Indian kaapi. Danée asked Headquarters to brand and launch her bootstrapped business.


The Lion Capital of Ashoka inspired the Ministry of Kaapi logo—literally bringing the emblem of India stateside. Practical small-run packaging solutions, and simple but beautiful business papers kept production efficient and costs minimal without skimping on style.


The Ministry of Kaapi lion becomes a stylish stand-alone emblem on swag and wearables, and a straightforward and intuitive website makes the online experience as delicious as the kaapi.