Grind symbolizes and has a play on words with grinding coffee beans, grinding in action sports since Sean, the founder, is a professional skateboarder and has been active in that community for 18 years, and the daily grind of life and hustling to make things happen.

The identity goal is to combine these aspects of culture and lifestyle into creating a Coffee brand that represents this lifestyle and the Philosophy of Thinking (Theory) and actions (Grind) that, when combined in a certain way, creates the ideal reality while building a community of like minded individuals.