0xcc5339fe…3226sent to0xf790a5f5…1365·#24,999,548·view on Etherscan
# ⌐◨-◨ x 🐧 - Nouns Coffee — A Pilot Collab with Pudgy Penguins
## TLDR
Nouns and Pudgy Penguins have already built together — **[Prop 325](https://www.nouns.camp/proposals/325)** funded a Pudgy x Nouns toy collab featuring
a Pudgy wearing Noggles. That relationship exists.
That IP overlap is proven. Now it's time to brew it.
We are requesting **$8,350 USD** for a pilot project
to test coffee as a proliferation vehicle — putting Nouns behind
every Web3 coffee collab, one community at a time. The goal is
to prove that co-branded coffee drops can drive real-world Nouns
presence globally, and in the future generate revenue through
royalties for the treasury while supplying coffee swag for
activations at scale.
This pilot starts with **Nouns x Pudgy Penguins** — three unique
label designs, each featuring a licensed Pudgy wearing ⌐◨-◨.
**3,000 bags = 3,000 cups of coffee**, distributed across four
channels: KOL seeding, Nouns holder claims, DYLI, TikTok Shop Thailand,
and direct IRL event distribution.
If the pilot works, the same playbook rolls out to Bored Apes,
Doodles, Azuki, Cool Cats, and beyond — with Nouns anchoring
every drop and royalties from each collab flowing back to the
treasury with every bag sold.
**One bag. One cup. Two communities. Everywhere.** 🐧☕ ⌐◨-◨ 🐧
---
## The Existing Relationship
This is not a cold pitch. The Nouns x Pudgy relationship
already lives on-chain.
**Prop 325 — ⌐◨-◨ x Pudgy Penguins** — was a funded Nouns DAO
collaboration with Pudgy Penguins, creating a unique collectible
combining the Noggles with the playful spirit of Pudgy Penguins.
The DAO already said yes to this creative partnership.
We're proposing the next chapter — same two brands, same visual
overlap, different medium.
And we've already proven the coffee side works. Coffee Culture
Asia is the production partner behind **Pengu Coffee** — a live
Pudgy Penguins-branded Thai drip coffee line, produced in
partnership with [Abstract Ellies](https://abstractellies.com/) already shipped to customers
in 20+ countries. [https://x.com/i/status/2036027676948128213](https://x.com/i/status/2036027676948128213)
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> \*Note: Designs shown are for presentation purposes only.
The Pudgy x Nouns coffee bag is the natural creative evolution
of both Prop 325 and the Pengu Coffee proof of concept. The
goals: open new distribution channels across Web3 and Web2,
get listed on Pudgy's official shop, and position Nouns as
the caffeine supplier of Web3 — one collab at a time.
---
## What Is a Coffee Drip Bag?
A drip bag is the simplest, most portable way to brew a genuine
cup of freshly ground coffee — no machine, no equipment, no mess.
Tear it open, hook it over any cup, pour hot water slowly over
the grounds — in minutes you have a full, rich, café-quality
coffee.
**One of the most brandable premium coffee formats in the world.** Each bag is a small canvas — perfect for collabs, event drops,
and community gifting. The same format that launched [Emma Chamberlain's coffee line](https://www.instagram.com/reels/DMGCBD4xR7r/) into a global brand. **One bag. One cup. Anywhere in the world.**
---
## Who We Are
**Coffee Culture Asia** ([coffeeculture.asia](https://coffeeculture.asia))
is a premium Thai coffee brand founded in 2020 by Susan and
Daniel, based in Thailand. We source directly from small-scale
Thai farmers and independent roasters in the northern
highlands — Doi Chang, Chiang Rai, and Chiang Mai — paying
farm-gate premiums and building relationships with the growers
behind every bag.
Our B2B clients include **Amanpuri, Rosewood, and Ritz-Carlton
Bangkok** — some of the most recognised luxury hotel brands in
the world — and we serve thousands of DTC customers across
Thailand, the UK, Australia, Qatar, the US, Switzerland,
Singapore, and beyond.
**[131 Google reviews. 4.9 rating.](https://www.google.com/search?q=coffee+culture+Thailand)** Exceptional coffee, ethically sourced. More about our coffee story:
[https://www.youtube.com/watch?v=snYLOKjimh8](https://www.youtube.com/watch?v=snYLOKjimh8)
We rescued three elephants alongside our community —
Web2 and Web3 supporters alike, including [Abstract Ellies,](https://abstractellies.com) a Web3 initiative that has made elephant conservation part of its core mission. All threse rescue were featured on **[The Dodo](https://youtu.be/LG7OGAAhYCw?si=Abpu0EkudrMM2C9K)**, garnering millions of views globally. Same crew behind this prop and Coffee Culture.
We ship. ⌐◨-◨ - ☕️ 🐘
---
## Already in the Field — Devcon Bangkok 2024 & Beyond
In November 2024, Daniel personally distributed Coffee
Culture drip bags at **Devcon Bangkok** and multiple side
events — with support from **[GroundsDAO](https://grounds.wtf/grounds/dao/proposals/5)** & **[BaseDAO](https://nouns.build/dao/base/0x10a5676EC8aE3D6b1F36a6F1A1526136BA7938BF/vote/29)**.
Community-first distribution. Real people. Real cups.
Documented globally.
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Since then, the community has taken it further — Pengu
Coffee has been brewed and shared across **20+ countries**,
entirely organically. No paid distribution. No ad budget.
Just people who received a bag, brewed it, and posted.
[https://x.com/UnchainedDaniel/status/2001977851525074971?s=20](https://x.com/UnchainedDaniel/status/2001977851525074971?s=20)
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This is what happens when the product is good and the
community is motivated. A Nouns x Pudgy bag lands
differently — two recognisable brands on one cup,
with a story worth sharing. The UGC writes itself.
---
## The Ask — Itemised Budget
**$8,350 USD** — wholesale cost, zero margin:
| Line Item | Detail | Amount |
| ----------------------------- | ----------------------------------------------- | ------ |
| Drip bag production | 3,000 bags at $0.89/bag | $2,670 |
| OverpassIP licensing | 3 Pudgy NFT holders × $120 each | $360 |
| Label design & printing plate | 3× Pudgy wearing ⌐◨-◨ artwork + plates | $1,200 |
| Boxes & branded packaging | 600 co-branded Nouns x Pudgy boxes + QR inserts | $700 |
| KOL outreach & shipping | Coordination, licensing delta + shipping | $1,980 |
| DYLI logistics & fulfilment | Packaging, shipping, handling | $700 |
| TikTok creator incentives | Samples + creator programme | $290 |
| Documentation & 90-day report | Photography, UGC tracking, posts | $500 |
| Contingency | Customs, handling, unexpected costs | $450 |
| Total | | $8,350 |
**The majority of this budget is community distribution —
not commercial production:**
- KOL seeding and Nouns holder claims → pure giveaway,
UGC, and proliferation
- 1,200 individual bags → direct IRL event distribution
at Devcon, NFT NYC, ETH Denver, NounsCon, and beyond
Only **300 boxes** are allocated to sales channels —
split between DYLI and TikTok Shop. The revenue from
those 300 boxes will be modest at pilot scale, but that
is the point — this test gives us precise visibility into
real costs, margins, and channel performance. Whatever
is generated flows directly back to the Nouns treasury.
This is a hybrid approach: mostly community proliferation,
with a small commercial pilot to evaluate viability and
explore a sustainable way for Nouns to generate recurring
revenue as the Web3 coffee provider — one collab at a time.
All bags priced at wholesale. Noun Holders pay their own
shipping directly. All net proceeds from DYLI
and TikTok Shop sent directly to the Nouns treasury, with
full transparency published in the 90-day report.
---
---
## What This Prop Does
### The Product
**Three unique Nouns x Pudgy Penguins co-branded drip bag
labels** — each featuring a different licensed Pudgy wearing
the ⌐◨-◨ Noggles. Premium Thai Arabica inside every bag.
Every bag ships with a branded card and QR code linking to
nouns.wtf.
**3,000 bags = 3,000 cups of coffee**, distributed across
four channels to maximise reach, UGC, and revenue back to
the treasury. Three designs. Three Pudgys. One cup of coffee.
---
### Step 1 — OverpassIP Licensing (Weeks 1–2)
Launch an **[OverpassIP](https://www.overpassip.com/deal/68)** licensing deal to select **3 Pudgy Penguins NFTs** — one per
label design. Each selected Pudgy holder receives a fixed
licensing fee of **$120 USD**, paid directly from this prop's
budget. This is the same licensing channel used for the
existing Pengu Coffee line, where two rounds generated a
combined **2,394 asset submissions** from holders eager to
see their Pudgy on a physical product.
Final label artwork is commissioned based on the 3 selected
Pudgys, with the ⌐◨-◨ Noggles featured prominently on each.
---
### Step 2 — Production (Weeks 4–6)
**3,000 bags** produced at Coffee Culture's facility in
Thailand using premium Thai Coffee:
- **1,800 bags** packed into **600 co-branded boxes** (3 bags per box) for KOL seeding, holder claims,
DYLI, and [TikTok Shop](https://www.tiktok.com/@coffeeculturethailand?_r=1&_t=ZS-95uHouog9fb)
- **1,200 bags** kept individually for direct IRL event
distribution — handed out at conferences and community
activations on a first-come, first-served basis
---
### Step 3 — Distribution (Weeks 7–10)
**3,000 bags = 3,000 cups across four channels:**
**KOL Seeding — coordinated by Coffee Culture** Identifying, reaching, and shipping to KOLs across the
Nouns, Pudgy and NFT communities — builders, creators, active
voices, and event organisers. Directly determines the UGC
the DAO receives in return.
**Nouns Holder Claims** Available to any Nouns holder on a first-come, first-served
basis 3 boxes per holder. Holders cover their own shipping fees, coordinated
directly with Coffee Culture.
**DYLI — Web3 Sales Channel** Boxes listed on [DYLI](https://www.dyli.io) — a Web3
platform where physical products are traded digitally and
redeemed on demand. All net proceeds sent to the Nouns
treasury.
**TikTok Shop Thailand — Web2 Sales Channel** Boxes listed on Coffee Culture's existing TikTok Shop
storefront in Thailand, reaching a large mainstream
Southeast Asian audience. Free samples sent to TikTok
creators with high incentives to produce content — driving
organic algorithm reach and brand impressions at no
additional cost. All net proceeds from TikTok Shop sales
sent to the Nouns treasury.
**IRL Event Distribution — individual bags** 1,200 individual bags reserved for direct distribution
at Web3 conferences and community activations — 300 bags per event,
**first-come, first-served**. Events where Nouns already
has presence, including:
- Devcon
- NFT NYC
- ETH Denver
- NounsCon
- ETHGlobal events
- Regional Nouns IRL meetups
Any Nouner organising or attending an activation can
request an allocation in advance. The ⌐◨-◨ shows up
wherever the community shows up.
---
### Step 4 — Pudgy Shop Pitch (Weeks 11–12)
Leverage Coffee Culture's existing Pudgy production
relationship to formally pitch the co-branded Nouns x Pudgy
drip bag for listing on the **[Pudgy Penguins official store](https://store.pudgypenguins.com)**.
They already sell the Nouns x Pudgy toy from Prop 325 —
the relationship exists. A listed product means ongoing
sales, ongoing Nouns branding in front of one of Web3's
most commercially active communities, and royalties
flowing back to the Nouns treasury with every unit sold.
---
### Step 5 — 90-Day Report (Week 12)
A public community post documenting:
- Total bags distributed and countries reached
- UGC collected — photos, posts, reactions from both communities
- DYLI and TikTok Shop sales data + treasury transfer
- Pudgy shop listing status
- Lessons learned and the case for the follow-on prop
---
Production & Distribution Plan
**Total production: 3,000 drip bags = 3,000 cups of coffee**
| Allocation | Quantity | Format | Revenue to Treasury |
| -------------------- | --------------------------------- | -------------- | ------------------------- |
| KOL seeding | \~100 boxes | Boxed (3 bags) | No — brand & UGC |
| Nouns holder claims | \~150 boxes | Boxed (3 bags) | No — shipping only |
| DYLI listing | \~175 boxes | Boxed (3 bags) | ✅ Yes — all net proceeds |
| TikTok Shop Thailand | \~175 boxes | Boxed (3 bags) | ✅ Yes — all net proceeds |
| IRL events | \~1,200 bags | Individual | No — direct proliferation |
| Contingency / buffer | \~50 boxes | Boxed (3 bags) | — |
| Total | 600 boxes + 1,200 individual bags | | 3,000 bags |
---
## This Is a Revenue Pilot — Not Just Proliferation
This prop is designed to test a repeatable model for Nouns
proliferation and treasury revenue. The Pudgy Penguins collab
is the first run — chosen because the relationship already
exists, the licensing channel is proven, and the community
overlap is strong. But the playbook is built to scale.
If the pilot demonstrates demand — through sales, holder
engagement, and UGC reach — the same model rolls out to
other major NFT communities, with every coffee NFT drop
generating royalties from sales for the treasury:
| Community | Status |
| ----------------------- | ------------------------------- |
| 🐧 Pudgy Penguins | ✅ This prop — pilot |
| 🦍 Bored Ape Yacht Club | 🔜 Next — Made by Apes |
| 👾 Doodles | 🔜 Inkubator pathway identified |
| 🌸 Azuki | 🔜 Community council approach |
| 😸 Cool Cats | 🔜 Pipeline |
| 🐦 Moonbirds | 🔜 Pipeline |
Each new community edition follows the same structure:
OverpassIP licensing, 3 NFT holders paid a fixed fee,
three unique label designs, production, and global
distribution. Royalties from each line flow back to the
Nouns treasury — building a compounding, multi-community
coffee revenue stream, one collab at a time.
**The Pudgy pilot is the proof of concept for all of them.**
---
**Nouns.coffee — Web3 Coffee Hub**
Home for all collabs (Pudgy, Apes, Doodles, Azuki + more).
Each drop gets a clean page: story, licensed NFT art, Thai origin, crypto payments, global shipping.
Nouns ⌐◨-◨ anchors every drop — building a permanent, community-owned coffee network.
*Pilot:* fulfilled via Coffee Culture. *Next:* dedicated storefront & infra via follow-on prop.
---
## Why This Collab, Why Now
Prop 325 showed the DAO is open to Nouns x Pudgy creative
collaborations. The Pengu Coffee line showed the market
exists for Web3-branded Thai drip coffee. Coffee Culture
already has the Pudgy licensing relationship through
OverpassIP. All three ingredients exist. This prop combines them.
At $8,350 the downside is negligible. The upside is:
- Three unique co-branded labels extending Prop 325's legacy
- 3,000 cups of Nouns coffee across four global channels
- 1,200 individual bags at IRL events where Nouns shows up
- Direct treasury revenue from DYLI and TikTok Shop
- Royalties flowing back to the treasury from Pudgy's shop
- The proven playbook for every NFT collab that follows
**The sequence:**
1. ✅ This prop — license, design, produce, distribute, report
2. 🔜 Follow-on prop — dedicated machine, FDA registration,
nouns.coffee 20,000 cups, full infra
---
## Timeline
| Milestone | Timeline |
| ------------------------------------------- | --------------- |
| OverpassIP deal launched — 3 Pudgy selected | Week 2 |
| Licensing fees paid to holders | Week 2 |
| Label design commissioned & finalised | Week 3 |
| Printing plates produced | Week 4 |
| Production complete — 3,000 bags, 600 boxes | Week 8 |
| KOL outreach & seeding begins | Week 9 |
| Nouns holder claims open (FCFS) | Week 10 onwards |
| DYLI listing live | Week 10 |
| TikTok Shop live + creator samples sent | Week 10 |
| IRL event distribution begins | Week 10 onwards |
| All KOL packages shipped globally | Week 12 |
| Pudgy shop listing pitch submitted | Week 13–15 |
| Public 90-day report + treasury transfer | Week 12 |
---
[https://x.com/UnchainedDaniel](https://x.com/UnchainedDaniel)
---⌐◨-◨-x-🐧---nouns-coffee-—-a-pilot-collab-with-pudgy-penguinsI pulled up the summary higher as requested and clarified that most of the info is up top. I also clarified that the majority of this proposal is community distribution, not commercial production.