Grounded is a local coffee shop in Greenwich Village with cozy, quiet, hole in the wall atmosphere. The space is welcoming with walls lined with books and a variety of seating to choose from. The original rebranding of Grounded enlisted a new tag line 'Earth Made, Heaven Sent' to play on the idea of organic ingredients grown from the ground. As the project went on and took on a new identity, the tag line shifted to 'Coffee That Sparks Conversation' and the word 'Grounded' became an anchor point for people. Coasters feature different coffee rings with written words on the back that showed what the establishment was 'Grounded' in. The bookmarks also serve as business cards with inspiring quotes from famous books. Both coasters and bookmarks hope to spark conversations between people. To take it further, coasters and bookmarks will eventually have blank spaces for customers to fill in with their own words and sayings.