Melbourne Culture Meets Coffee Culture.
A Collaboration Inspired by Melbourne.
Fresh from Melbourne, Australia's cultural and coffee capital, comes a bold collaboration between the nation's oldest coffee roaster and the city's boldest gaming studio - The Three Thousands.
Blending decades of roasting craft with high-energy creativity, this release is crafted for those who play hard, think big, and drink great coffee.
Built for a generation raised on gaming, music, creative expression and cafe culture; Instagrammable beverages, chilled creations, caffeinated energy drinks and TikTok coffee hacks.
The Three Thousands CEO Joseph Donoghue said the collaboration with Griffiths Bros adds another feather to the creative studio’s cap that has built its reputation on building games, running a merch label and creating content.
“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,” Joseph said.
"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 Three Thousands x Griffiths Bros collaboration is filled with as much richness and flavour as it is personality. Crafted to the palate and taste of the next generation of coffee drinkers, the blends are perfect for those who are thirsty for the next big thing.
From concept to cupping, The Three Thousands team has been deeply involved in the coffee creation process. The project launches with two blends developed alongside multi-awarding winning industry icons, Griffiths Bros Coffee Roasters.
Griffiths Bros Managing Director Peter Patisteas said the brand remains committed to Melbourne’s coffee culture.
“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,” Peter said.
THE BLENDS
Named after the postcode. Inspired by the city. Made in Melbourne. Created for the world.
The 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.
After Dark is a rich and strong espresso blend 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.”
Coffee, Culture and Music
To celebrate the collaboration in true style, the studio has developed two DJ mixes that fundamentally capture the essence of each roast with a mix of both Melbourne/Naarm-based and global artists, available to stream on The Three Thousands’ YouTube channel.
▶︎•|၊|။||||။၊|။|||။|||။ The Laneway Chill Mix tracks are smooth, grounded and a little bit jazzy. The perfect soundtrack to stroll around Melbourne’s famous bluestone alleys to, this mix is a soft hip-hop swing, with dusty neo-soul, broken-beat jazz, and a handful of contemporary electronic cuts from producers rewriting what Melbourne sounds like right now.
▶︎•၊||၊||||||။၊|။|||||။|| The After Dark Hard Groove Mix of features beats, rolling drums and continuous momentum that captures the shift in energy when the night properly begins – the point where conversations blur into rhythm, and the floor takes over. It’s a snapshot of a local sound that’s evolved in warehouses, basements and late-night rooms.
The launch is backed by a content-first rollout across TikTok, Instagram, and YouTube, with street-level activations planned across Melbourne’s laneways, brand collaborations with automotive and lifestyle partners, and presence at major cultural events.
About The Three Thousands
The Three Thousands is a Melbourne creative studio working across games, digital content, and physical product. The coffee project marks the studio’s first move into food and beverage - built from the same creative-first philosophy that drives its games and content.
About Griffiths Coffee Roasters
Griffiths Bros have been fuelling the nation’s love affair with coffee since 1879. OG’s of the coffee industry, Griffiths Bros proudly roast, blend and pack The Three Thousands blends at their roastery in ‘Sunny’ Mulgrave, Wurundjeri country.
📍 Bean Store 10-11 Rosemary Court, Mulgrave. Get Directions.
A landmark of the Melbourne cityscape, the triple-fronted building at 26 Flinders Street is one of the CBD’s most recognisable façades. Originally designed in the early 1900s for Griffiths Brothers, Coffee, Cocoa & Tea Merchants - and later home to Hotel Lindrum – the building occupies a prime position at the Paris end of the city. Today, it remains a striking presence and is currently undergoing redevelopment by Time & Place.
Collaborators
The Three Thousands:
CEO: Joseph Donoghue
CCO: Benjamin Dawe
Creative Specialist: Wingyu Lin
Griffiths Bros Coffee Roasters:
MD: Peter Patisteas
GM Operations: Levent Doganay
MM: Courtney Sims
Senior Graphic & Digital Designer: Marley Edwards
Photographer: Chris Krassaris