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Based in Cincinnati, Fuel (Coffee) recently hired The Extent or Measure of a Surface Inc. to develop the name and brand concept for its new flagship store in Ohio. 


Located in an area of prime real-estate along the banks of the Ohio River, on the grounds of a former auto dealership, Fuel (Coffee) is the brain-child of former Luxottica Retail creative director John Pitera – ‘we were looking to create a concept for our stores that was both eclectic and modern at the same time, the work produced by Richard Smith and his team did just that.’ Fuel will be open for orders in early spring.

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