Sure, Snoop Dogg is primarily known for his music career, but he’s also a successful entrepreneur, investing in cannabis firm Eaze, financial tech startups Robinhood and Klarna, and social media platform Reddit. Calvin Broadus, the businessman, has even purchased Death Row Records, the label that launched his career.
It’s little surprise then that the rapper-turned-magnate has a fondness for coffee. Snoop has teamed up with co-founder Michael Riady to launch INDOxyz, a line of RTD cold brew and whole-bean coffee from Indonesia. According to the brand, INDOxyz is for “owners,” which, based on the “Our Mission” page, is just a pastiche of hustler culture motivational statements like “you are an owner. Own your actions. Own yourself. And you can own your outcome. We at INDOxyz are owners, and we want you to claim your right to ownership too.”
Branding is a visual combination of street and tech set against a vibrant yellow background. The font used for “INDO” has a digital, pixel-like look that’s also reminiscent of the gothic types popular in the g-funk era of hip-hop. “xyz” is scribbled out in a graffiti-like form, and product details get laid out using a pixel-like font in black set against a white background.
“My relationship with coffee goes way back. The many long nights in the studio making hit after hit, coffee provided the fuel which kept us going,” Snoop Dogg said in a press release. “Today marks the launch of a new company I created along with my partner Michael, who introduced me to the best-tasting Indonesian coffee. Indo is going to change the industry. I can promise you that.”
INDOxyz is available direct at INDO.xyz, from GoPuff, and in Resorts World Casino in Las Vegas, with a forthcoming rollout coming soon.
