INBETWEEN

The name InBetween, much like Seaters Coffee before it, was born from the idea of an in-between state. But while Seaters — a project that continues to grow in Kyiv today — was built around the idea of pausing within life itself, a moment when you briefly become the director of your own story, InBetween explores that feeling from a slightly different perspective. This time, the main source of inspiration was the experience of air travel itself. We often treat a flight simply as time that needs to be filled — an unavoidable gap between point A and point B. And perhaps that is exactly why we so rarely enjoy the journey itself: mentally, we are already at our destination, while physically, we haven’t even arrived yet.

Thinking back on my own travels, I realized just how meaningful this transitional state can actually be. Sometimes it lasts two hours; sometimes 15 or even 20. And if you are going to spend that much time somewhere between “no longer here” and “not there yet,” having a few good things with you can make all the difference. That is how the concept gradually found its name: InBetween — quite literally, between. Between point A and point B. Between departure and arrival. Between the state of having already left somewhere, but not yet having arrived anywhere else. Because, let’s be honest, there is a certain kind of magic to flying. Sometimes, thousands of meters above the ground and temporarily disconnected from the rhythm of everyday life, you suddenly find space for the things that genuinely matter to you. That is why, at its core, InBetween is not just about coffee. It is about a state of mind. It is that feeling of an evening flight with a long-awaited trip ahead of you. You are slightly sleepy, but happy. The plane climbs, the cabin lights begin to dim, and instead of disappearing into TikTok for another hour, you brew a genuinely great filter coffee, open a favorite book, put on an atmospheric playlist, and simply allow yourself to exist in that moment. Somewhere between where you have just left and where you are yet to arrive.

Doesn’t that sound like a pretty perfect place to be?

IN(LOGO)BETWEEN

THE BEST PART OF JOURNEY HAPPENS — INBETWEEN

Narratively, this idea evolved into the product’s brand slogan — one that, to me, reflects not only the philosophy behind the coffee, but something much broader about life itself. Because life has never really been about destinations.

Life is not point A or point B. It is everything in between. With that, the slogan became more than just a line attached to the product. It continues the central metaphor of InBetween, while connecting it to something deeply universal — the way we experience time, movement, and ultimately life itself. We tend to focus on where we are going, what comes next, and which destination we are trying to reach. Yet most of our lives happen somewhere along the way. And perhaps that is exactly what InBetween is meant to remind us of: the destination matters, but life happens in between. This narrative of existing somewhere in between also became the foundation for the custom wordmark. 

A subtle space emerges between the first letters, almost as if the word itself makes room for that transitional moment — a visual pause that reflects the core idea behind InBetween. The fragmented details within the letterforms are not meant to suggest something broken or incomplete. Part of their character comes from the visual language of stamping — the natural imperfections that appear when ink does not fully transfer, leaving certain parts of a letter missing, faded, or slightly distorted. But there is another layer to it.

Somewhere between point A and point B, familiar structures temporarily begin to dissolve. You have already left one place but have not yet arrived at another. For a moment, life loses some of its usual shape — routines disappear, context shifts, and there is suddenly space for something different. Something personal. Something unexpected. Something new. The wordmark translates that feeling visually: a familiar form interrupted just enough to create space for what can happen in between.

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