Toma Café - Santiago Rigoni and Patricia Alda, coffee growers inspired by the cult of this drink in New York corners, opened the first Toma Café in the Malasaña neighbourhood and continue to expand their culture with new members of the family, Toma Café 2 and Proper Sound –both in the neighbourhood of Chamberí. The varieties are wide (Ethiopian, Arabian, Honduran, Rwandan, Congolese...), which they roast in their warehouse to get the best flavours and aromas. Their bar also has homemade cakes which they make in their own bakery. Toma Café 3 is a place where one can worship music whilst also have coffee, natural wines or visit some of the exhibitions dedicated to legendary record labels.

Koln Studio, a graphic design studio, presented a casual and intuitive proposal. Researching on the commercial origins of coffee, its graphics and its tone in advertising, they came across the slogan "Do more stupid things faster with more energy" that they extracted from an American advertisement from the 1950s. With that as a starting point and referring to the meaning of that slogan (something like "coffee is your gasoline"), they decided to pick a picture of David the Gnome having a coffee. As a result, they generated a graphic close to the 70s psychedelia, obtaining as a result a playful graphic combining illustration and fonts, celebrating the fun side of coffee.