On ITZEN off-white
Swiss Coffee might be where it all began. Somewhere, somehow, in the wild realm of “what is white?”, Swiss Coffee emerged on the scene and completely dominated for a few decades—at least. Then I remember color theory. Warm and cool colors, with warm and cool light shining. What does it look like adjacent to blue? Next to yellow? In this light? In that?
So what is “white?” Ask friend A and then ask friend B. It will be different. So what is white to friend B when friend A has defined white? Off-white. So we left white alone and decided to define our very own color. “ITZEN off-white.”
The Process
Relationships fuel circumstances, and sometimes they create really fun opportunities. Sherwin Williams makes some great paint products, but the key is Rocky. One day we were discussing the color “white”, and the challenge choosing it was going to be for our new studio. He simply asked, “why don’t we just make your own?” So we did!
We met at our local commercial Sherwin Williams store and Rocky took us into the back. He’d started his career doing this exact same thing, mixing paints day in and day out. So he knew the process well and walked us through all the steps.
