Preacher Helps Free Rein Coffee Capture Cowboy Spirit
Actor Cole Hauser, star of Yellowstone, has launched Free Rein Coffee Company, a new brand that “draws from the promise of the American Dream, paying tribute to the hard working cowboys that he grew up around on and off set.” The founding team tapped Austin TX agency Preacher as creative and strategic partner on the brand’s development and launch to create a brand that would rally coffee drinkers around the spirit of the American West. Preacher partnered with Hauser and his co-founders to build Free Rein from the ground up— from naming, visual identity, tone of voice, packaging design, and a full line of merchandise and apparel, to the appointment of its CEO, and media and public relations partners.
“It was such a dream project creating an entire brand from scratch, working with as driven and thoughtful a group as Cole Hauser and his partners. At every step of the process it felt like we were building something authentic together, honoring the American cowboy spirit and anyone who is chasing a dream. We all aligned on the same references and creative inspirations, and were then able to push each other to the best and truest expressions at every turn,” said Rob Baird, Chief Creative Officer of Preacher. “We couldn’t be prouder of this work, and seeing the visceral reaction to the brand from people across the country really has us all charging. Much like a cup of Cole’s signature blend.”
Free Rein will be donating a portion of sales to the Special Operations Warrior Foundation, a nonprofit that empowers families of the fallen and severely wounded Special Operations Warriors, where Hauser is a longtime supporter and Board Member. Other Preacher clients include Shake Shack, High Noon, Foot Locker, StreetEasy and ESPN.