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/ If you enjoyed this episode, please leave The Story of a Brand Show a rating and review. Plus, don’t forget to follow us on Apple and Spotify. Your support helps us bring you more content like this! * Today’s Sponsors: Workspace6 - Private Community for 7, 8, 9-figure Brands: https://www.workspace6.io/ Workspace6 is a private community where over 950 seven-, eight-, and nine-figure brand operators share insights, solve problems, and accelerate growth. It's the anti-fluff operator's room, and for your first 30 days, it's just $1. Get real answers and skip the trial and error. REViVE Amazon Marketing Partners: https://revivemp.com/ REViVE Amazon Marketing Partners helps better-for-you CPG brands win on Amazon with niche expertise, founder-led strategy, and a true partnership model. Built by a CPG founder with a successful exit, REViVE only works with brands they believe in. Are you curious if Amazon is right for you? Book a Free Deep Dive Strategy Session today.