
Melbourne gaming and creative studio The Three Thousands has partnered with Griffiths Bros Coffee Roasters to launch two co-branded blends, adding another string to the studio’s bow.
While the two brands may not make for the most obvious friendship, this collaboration is a natural extension for The Three Thousands, which has built its reputation on games, a merch label and content creation under Melbourne’s 3000 postcode.
Research from the National Coffee Association shows Gen Z and Millennials are now drinking more speciality coffee each week than any other age group, yet most established roasting brands still speak to an older demographic.
The studio worked directly with Griffiths Bros from concept to cupping to develop both blends.
The Three Thousands CEO Joseph Donoghue said, “Nobody knows coffee like Melbourne, and the city’s culture is at the heart of our studio – we even named ourselves after the postcode – so it was a natural extension. We know how our community rolls: how they shop, how they socialise and most importantly, how they like their coffee.
“Unlike the early morning commuter, we know Gen Z likes to take mornings easy and play on well into the night, meaning daily habits like enjoying a brew range from afternoon pick-me-ups to a midnight cap. It’s not just about another good flat white, we’re here for the home baristas, pre-workout caffeinators, office coffee aficionados, the cold brewers, the flavour-shot mixologists and the coffee-spiked cocktailers.
“The spots that breathe life and culture into our city, like the iconic Hosier Lane aren’t polished – they’re tagged, layered, loud. That’s the energy we wanted for our collaboration, and it’s reflected in our design, which combines inspiration from the city’s urban street art with our bold brand identity.”
The blends
The Laneway Blend is the more approachable of the two. A light-medium roast with notes of milk chocolate and candied nuts and a smooth toffee finish, it works well with milk and sits comfortably as a daily drinker.
The After Dark Blend is a darker, fuller espresso roast with notes of dark chocolate, cocoa and roasted nuts, made for late nights and strong preferences.
Griffiths Bros Managing Director Peter Patisteas said, “Our Laneway Blend is inspired by the city’s hidden cafe corridors. It’s a smooth and sweet blend that captures Melbourne’s coffee culture in every cup. Overflowing with cafe-quality character, it delivers personality without overpowering, making for a reliable daily ritual.
“In contrast, our After Dark blend is a rich and strong espresso that’s bold, full-bodied and brimming with flavour. Inspired by the city after dark, this one is perfect for nocturnal adventure seekers, who thrive after sunset and are drawn to the pulse of nightlife.”
Both come in 250g sustainable tins at $18 each, available in the customer’s preferred grind and ordered fresh from the roastery.
The soundtrack
To mark the launch, The Three Thousands has produced two DJ mixes on its YouTube channel, featuring a mix of Melbourne/Naarm-based and global artists. The After Dark mix draws from Melbourne’s warehouse and late-night music scene with hard beats and rolling drums. The Laneway mix moves through neo-soul, dusty hip-hop and broken-beat jazz.
The rollout spans TikTok, Instagram and YouTube, with street-level activations planned across Melbourne’s laneways, partnerships with automotive and lifestyle brands and a presence at major cultural events. The packaging references Melbourne’s street art scene, drawing from the layered aesthetic of spots like Hosier Lane.
“Our Melbourne-inspired collaboration with The Three Thousands was built on a shared passion for great coffee, game culture and connecting with a new wave of coffee drinkers. We loved working with Joseph and the team – introducing them to the world of coffee roasting and crafting custom blends that strike a perfect note for next gen brews,” Patisteas added.
The Three Thousands x Griffiths Bros blends are available now exclusively online through Griffiths Bros.
Source: Soda Communications
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