The Story of a Brand NoNormal - Made for and by Coffee Lovers and Outdoor Enthusiasts
When I first saw the product from NoNormal, I was intrigued. A coffee paste… in a tube? I’d never seen anything like it. But as someone who loves coffee and spends a lot of time outdoors, I instantly got the appeal.
In this episode, I chat with Alexander Haberlin, co-founder of NoNormal, about how a backcountry hike in Switzerland sparked a completely new way to experience coffee and how it evolved from a spray-painted tomato paste tube to a beautiful, functional, adventure-ready product.
We go deep into the product story, the entrepreneurial journey, and the intentional choices behind flavor, packaging, and mission.
As I sipped the coffee while we talked, I was blown away. Not only is it incredibly convenient, but it also tastes great. You can drink it hot, cold, or even spread it on toast. What started as a creative solution for outdoor coffee drinkers has evolved into a ritual and is now a growing brand with a passionate community.
Here are a few key takeaways from our conversation:
* NoNormal’s coffee paste is a first-of-its-kind, shelf-stable product made with Fairtrade Arabica beans and housed in recyclable aluminum tubes—born from a love of hiking and a need for better trail coffee.
* Alexander and his co-founder hand-filled the first prototypes in their Swiss kitchen, validating the idea via crowdfunding before going all-in on manufacturing.
* The product found early success through a mix of “chaos packaging” buzz and genuine functionality for outdoor adventurers—and even jungle explorers!
* Their biggest lesson: validate early, prototype fast, and don’t be afraid to mix form and function with love and obsession over the details.
* Whether it’s stirred in hot water, blended into peanut butter, or licked off a spoon during a jungle trek, NoNormal coffee is all about that magic moment of pause and pleasure in the outdoors.
Join me, Ramon Vela, as we listen to the episode and discover how a bold, unusual idea can become a beautiful, purposeful product. This isn’t just a coffee story; it’s a story of creativity, intention, and building something remarkable from the ground up.
For more on NoNormal visit: https://nonormal.com/
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