Minor Figures

Minor Figures

At Bonobono, we resonate deeply with Minor Figures' refreshing take on life and its rejection of the mainstream culture that glorifies relentless ambition and success.

This UK coffee brand is a celebration of all walks of life—embracing the strivers and idlers alike. Co-founder Stuart Forsyth sums it up perfectly: “We’re not that brand that’s like, ‘get up and rise and grind.’ Instead, we celebrate the beauty of humble lives rather than the pursuit of success. We’re, you know, the non-hero.”

Minor Figures proudly stands as an “Enlightened Zagger,” deliberately swimming against the tide of conventional narratives. It challenges not only the notion of aspirational brands but also the very idea of success itself. This anti-hero brand offers a refreshing alternative, focusing on enjoying life’s simple pleasures rather than chasing grandiose goals. Each product features whimsical illustrations of characters relishing the mundane—reading a book on a lilo, tinkering at the piano, or blowing bubbles—celebrating the joy found in everyday moments.

Founded in 2014, Minor Figures began as a London-based coffee company offering a range of ready-to-drink products, including nitro cold brew and chai. Their oat milk, launched in 2018, quickly became a sensation, even overshadowing their cold brew coffee. Forsyth attributes this growth to their unique perspective on the alternative milk category, emphasising that they are coffee people at heart. Their goal has never been to replicate milk but to enhance the coffee experience. Committed to sustainability, Minor Figures aims for carbon neutrality and is on the path to becoming a B-Corp, ensuring that their actions positively impact society and the environment. With aspirations to achieve carbon zero, they prove that you can enjoy life while striving for a better world.

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